Where did it go wrong for Disney's Strange World in theaters?
Strange World's Disney Plus release date has been announced – less than one month after it was released in theaters.in time for Christmas . In a press release, Disney revealed that Strange World will arrive on its streaming platform on Friday, December 23 – exactly one month after it launched in cinemas worldwide.
For a film that was supposed to usher in Disney's centenary celebrations – the legendary studio turns 100 in 2023 – Strange World's earlier-than-expected Disney Plus release will come as a major blow to the entertainment corporation. After all, it launched on Thanksgiving weekend, which is traditionally one of the busiest theatrical periods of the year in the US.
And yet, on a production budget of somewhere between $135 million and $180 million, Strange World has made just $53.5 million back from its theatrical run. So, what went wrong?For one, Strange World wasn't marketed anywhere near well enough to lure theatre goers to, well, go and see it. Take me, for example. As someone who extensively covers the entertainment industry, I knew Strange World was being released on November 23. I was also invited to a Strange World preview event by Disney, where I were shown some fun, colorful, and action-packed clips from the animated movie. Later that day, I interviewed Roy Conli, one of Strange World's producers and someone who's worked at Walt Disney Animation Studios for almost 30 years, to find outSo far, so good, right? Not exactly.
In the UK , I saw one Strange World advert out in the wild – and that was on the side of a double-decker bus. Online, things didn't fare much better. In the month leading up to release, I saw four promotional videos on the Walt Disney Animation Studios YouTube channel, plus four or five tweets from the Disney Animation Twitter account. For one of the few non-Okay, that was my personal experience – maybe others noticed a bigger marketing campaign than I did.
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