Disney’s latest animated endeavour, “Wish,” faced a tough debut during Thanksgiving, revealing deeper issues in the company’s recent animation strategies. As a landmark film celebrating a century of storytelling, “Wish” was anticipated to perform robustly but fell short of expectations. This setback comes amidst evolving dynamics in the film industry, especially in the animated genre, where Disney has historically been a dominant player.
“Wish” garnered a modest $31.6 million over the five-day Thanksgiving period, underperforming against forecasts of $45 to $55 million. This disappointment was accentuated as Lionsgate’s “Hunger Games: The Ballad of Songbirds and Snakes” and the Ridley Scott-directed “Napoleon” from Apple and Sony outperformed it. Disney’s slump is unusual, given its track record of Thanksgiving hits over the past decade.
Paul Dergarabedian, a senior media analyst at Comscore, commented on the changing landscape, stating, “Any studio can no longer employ a set-it-and-forget-it strategy based on past performance.” He emphasized the need for studios to adapt to a market rapidly, rewriting film engagement rules and audience preferences.
Disney’s challenges stem partly from its strategic focus on bolstering Disney+, its streaming service. This decision stretched the company’s creative resources and led to several animated films being released directly on digital platforms during the pandemic. This move left parents uncertain about release formats and, combined with lacklustre receptions for some titles, resulted in diminished theatre attendance.
Additionally, Disney faces intense competition from studios like Netflix, Universal, Sony, and Warner Bros. For instance, Universal’s DreamWorks released “Trolls Band Together” shortly before “Wish,” which likely impacted its ticket sales.
Despite these hurdles, Disney’s narrative with “Wish” is far from over. The company has a history of long-term successes, as seen with films like “Elemental” and “Encanto,” which gained significant traction post-theatrical release, especially on Disney+.
As Disney navigates this evolving landscape, “Wish” represents both a moment of reflection and an opportunity for strategy recalibration. With the December holiday moviegoing season ahead and a future release on Disney+, “Wish” might yet find its audience and reaffirm Disney’s celebrated status in animation. However, the current scenario underscores the need for innovation and adaptability in an industry constantly shifting under the influence of new platforms and audience preferences.
