Disney’s latest animated venture, Wish, was all set to take the Thanksgiving box office by storm, except, well, it didn’t. This musical fantasy turned out to be less of a blockbuster and more of a box office blip.
Projected to rake in at least $35 million over the Thanksgiving weekend, Wish fell dramatically short, gathering just $3.9 million during the holiday and totaling a modest $12.2 million – a far cry from its initial projections. Oh, and just for your education, Disney spent $200 million on this film.
Just a few years ago, Disney had built itself an unshakeable Thanksgiving dominion. Remember the days when Moana, Ralph Breaks the Internet, and Frozen 2 easily soared past the $80 million mark? Well, it seems those days are quickly receding into the rearview mirror.
Recent releases, including Encanto, Strange World, and now Wish, have struggled to even reach half those numbers. Strange World in particular was a financial fiasco, barely clawing back $73.6 million on a budget of $180 million – an estimated $200 million loss for Disney.
All this is just the tip of the iceberg when you consider Disney’s overall performance this year. To say that it has been a rollercoaster is an understatement. Less than a month ago, The Marvels recorded the lowest opening weekend in the franchise’s 33-film history and a steep decline in its second weekend, adding to the studio’s list of woes.
Taking all these facts into account, one can’t help but wonder about the studio’s current strategy. The brand, once synonymous with high-quality, crowd-pleasing entertainment, seems to be losing its appeal. This trend suggests that audiences are no longer automatically drawn to Disney productions, which is a major telltale sign of low consumer confidence and expectations.
One could argue that Disney’s playbook needs a refresh. The familiar tropes and storylines that once enchanted audiences have become a tad too predictable. The magic’s worn off, and what’s left is a trail of mediocre films that have chipped away at the once-impenetrable entertainment brand. Now, slapping Disney on a film is like sticking a “Beware: May Disappoint” label on it.
So, what’s the solution? In its current form, Disney might be too lost in the corporate maze to find its way out. The top brass, especially at Marvel and Lucasfilm (Kathleen Kennedy deserves a special mention), need a shake-up. It’s time for Disney’s leadership to get a reality check, Apprentice style (we’d also appreciate it if they went the extra mile by having Trump do it).
Ultimately, Wish is just the latest symptom of a deeper malaise. Disney’s name is no longer synonymous with sure-fire hits. It’s a brand in crisis, desperately needing a new MO (and CEO while we’re at it). The clock’s ticking, Disney. Let’s see if you can wish your way out of this one.
