Despite high hopes and massive investment, Disney's newest rendition of "Snow White" has stumbled significantly in the box office race. The film, featuring Rachel Zegler in the titular role, faced not only subpar reviews but also considerable political backlash, leading to a disappointing $14 million in its second weekend—a sharp decline from its domestic opening. With a total of $143 million in global sales against a production budget of $270 million (excluding marketing costs), the path to profitability seems daunting. Yet, Disney might still find a way to laugh all the way to the bank.
Box Office Blues and Beyond
David A. Gross from FranchiseRe, a movie consultancy firm, provided an optimistic outlook despite the dismal theatrical performance. "After it finishes selling digital copies, then renting on video-on-demand (PVOD), then streaming on Disney+, then playing on Hulu, then playing on ABC, plus selling merchandise and attracting patrons at the theme parks, it will recover its costs and be profitable," Gross explained. This multifaceted approach to revenue may rescue "Snow White" from being a financial disaster.Streaming: The Magic Mirror for "Snow White"?
As "Snow White" prepares to exit theaters, its controversies could turn into a unique advantage. The film's decision to cast a non-white actor as Snow White and to use CGI for the dwarves has sparked significant debate. This buzz, though largely negative, may pique curiosity and drive viewers to Disney+ once the film is available for streaming.
The Streaming Strategy's Potential Payoff
Paul Dergarabedian, a senior media analyst at Comscore, noted the potential for controversial films to thrive on streaming platforms. "Movies that get a lot of chatter — a lot of buzz, positive or negative — around them, do really well once they hit streaming," he said. This phenomenon might see Disney+ subscribers, initially hesitant to watch "Snow White" in theaters, flock to the platform out of curiosity. Furthermore, while Disney might not have initially aimed for "Snow White" to be a streaming hit, the strategy aligns with current industry trends where platforms like Netflix and Amazon invest heavily in exclusive content that doesn't necessarily require a theatrical release.The Broader Implications for Disney's Strategy
Despite the potential financial turnaround through digital and merchandising avenues, the tepid reception to "Snow White" signals a possible audience fatigue with Disney's continuous stream of sequels and remakes. Yet, the brand's robust merchandising and streaming strategy could offset these risks.