'Mulan' Tests Subscribers' Desire To Pay Up for Big-Budget Film

An anonymous reader shares a report: "Mulan" producer Jason Reed was in Mexico City last March promoting his soon-to-be-released film when he got the call that Walt Disney was postponing its debut due to the coronavirus. What followed was a summer of discussions between Disney, Reed and director Niki Caro as the company wrestled with when and how to release the $200 million live-action remake of its 1998 animated hit. This weekend they'll all get to see if they made the right call. Disney is making "Mulan" available on its Disney+ streaming service for an extra $30 starting Friday. The film now joins others, including Universal's "Trolls World Tour" and Warner Bros.' "Scoob!," in bypassing theaters and going directly to consumers. It's a trend that has many in Hollywood concerned about the future of films in theaters. They might be worrying too much. Without theaters, Disney and other studios would struggle to replace the revenue they have historically gotten from releasing big-budget films first in cinemas, then home video and later TV.

"They understand how important the theater is as a channel for distribution," said Steve Nason, research director at the consulting firm Parks Associates. "They just couldn't wait any longer." Prior to the pandemic, "Mulan" had been scheduled to hit theaters March 27. The company had already held the red-carpet premiere and spent heavily on advertising. But the film was postponed three times before its Disney+ debut was set. Reviews so far are fairly strong. "Disney's spectacular do-over deserves the biggest screen possible," read the headline in Variety. Rotten Tomatoes gives the movie a 79% fresh rating, showing most critics agree. Disney is trying a hybrid approach. It's releasing the film in theaters in Asia, where cinemas have been back open longer and the Asian cast and story are likely to have strong appeal. In the U.S. and Europe, "Mulan" will be online, where Disney+ has already built a sizable subscriber base.

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