China agrees for Mulan's theatrical release, leaves Disney elated
Disney's Mulan is set to invade Chinese theaters. The company announced this exciting news on its official Weibo social media account, albeit with a twist. The text in their official post imitated a poetic flow to keep the audience of the animated film connected and nostalgic of the original Mulan ballad. This is thus Disney's biggest bet for the lockdown-ridden Chinese audience base.
Response to Disney's 'Mulan' announcement on Weibo was mixed
Disney's attempt to tug at heartstrings of Chinese audience with its promotion was met with a mixed response. Some have called out the $200mn film promo for their supposedly shoddy 'Photoshop' work in poster creation. Some even went to the extent of comparing it with 'downmarket Chinese television'. Few however said that they have been waiting since 2018 for the release of this film.
Why did Disney opt for theatrical release in China?
Last week, Disney had announced the film's release on its streaming platform Disney+ for a hefty $29.99 rental price from September 4. A company spokesperson had also said that the film would release in places without access to Disney+. China, the biggest market for this film, doesn't have access to Disney+ and so, this move sounds logical as Chinese theaters have reopened.
Release date and a possible clash with Nolan's 'Tenet'
The film however doesn't yet have a confirmed release date in China though it is opening to audiences in Malaysia and Singapore on September 4. If it gets a China release on the same date as its OTT release everywhere else, it will compete with Christopher Nolan's tentpole Tenet, which is also premiering on the same date in Chinese theaters.
The fight ahead of 'Mulan' for audience
Analysts noted that Mulan must win over Chinese theaters for Disney+. It has already spent a fortune on the film's promotions apart from shelling out a staggering $200mn as production budget. Its pricey rental rate on Disney+ will somewhat offset the cost. Notably, Disney will have to sell around 29mn units on Disney+ as against an achievable target of $1bn as box office revenue.
