Disney made a controversial decision when, after delays theatrical release twice of the live action “Mulan” announced that the film will go straight to Disney + in the US with a third new date (September 4) and a digital purchase commission ($ 30) over the monthly Disney + subscription fee.
Now, preliminary data show at least that “Mulan” has caused an increase in Disney + app downloads.
Sensor Tower, an application research firm, tells Yahoo Finance that Disney + downloads increased by 68% from Friday, September 4 to Sunday, September 6, compared to the weekend before. Consumer spending on the app also increased by 193%, which can obviously be attributed to customers paying $ 30 “Mulan”. (This fee is not for a one-time rental. The movie is added to the Disney + library to watch again.)
Interestingly, Disney + app downloads increased a bit more (79%) for the first three days of “Hamilton” hitting the service, July 3 to July 5. However, the Sensor Tower notes that “Hamilton” was free to stream for Disney + subscribers.
But in the end, the two studios went in very different directions. Disney put “Mulan” straight into the stream for a fee (it will continue to have a theatrical release outside the US), while Warner Bros. “Tenet” was first released in theaters outside the United States, then to theaters in the US on September 3rd in the 42 states where theaters are open.
Across the industry, many analysts are likely to compare the way the two strategies were developed.
But Jason Reed, co-producer of “Mulan,” tells Yahoo Finance that “it will be very difficult to compare apples to apples” the numbers of the two films.
“I think one of the challenges we’re going to go through is how we measure success,” says Reed. “I’m used to it: Monday morning, you open trades, you open $ 100 million, and everyone knows you’ve won … We won’t have that. We are not going to find out how many new subscribers there were, we will not know how many views there were. And there are many different measurements within the flow universe: full projections, partial projections, multiple projections, all these kinds of things, which we have not yet standardized as an industry. “
Reed acknowledges that it is “a little worrying to be a part of the mess” of “Mulan” releasing it directly to the Disney + US marketing campaign, and the way you rely on social media is very different from the way you would release “Armageddon” or movies like this. It is a very different approach. It was a great training. “
Daniel Roberts is a director at Yahoo Finance. Follow him on Twitter at @readDanwrite.
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