Disney’s “Wish” Falters at Box Office Over Thanksgiving Weekend
Disney’s newest animated feature, “Wish,” failed to make a significant impact at the box office during the Thanksgiving holiday weekend, with a disappointing five-day total of just $31.6 million in ticket sales. This is significantly below the initial box office analysts’ expectations of between $45 million and $55 million.
Over the holiday period, “Wish” faced stiff competition from other films, including “Hunger Games: The Ballad of Songbirds and Snakes,” which took the top spot with $42.2 million in ticket sales, and Ridley Scott’s “Napoleon,” which earned $32.75 million. The third installment in the popular Trolls franchise, “Trolls Band Together,” also proved to be a formidable competitor, securing $25.6 million in ticket sales.
It’s historically rare for Disney to experience such a lackluster performance at the Thanksgiving box office. However, the company has faced challenges in inspiring moviegoers to return to cinemas for its newest features since the onset of the pandemic.
Paul Dergarabedian, a senior media analyst at Comscore, commented on Disney’s struggles, stating, “A set it and forget it strategy based on past performance can no longer be employed by any studio. There are some hard lessons being learned as this confounding movie marketplace continues to re-write the rules and audiences make their preferences known with either their presence or the absence at the multiplex.”
Much of Disney’s difficulties can be attributed to its efforts to bolster its streaming service, Disney+, with content. This strategy has stretched its creative teams thin and led the company to release several theatrical movies directly to digital platforms during the pandemic. Confusion among parents about the release of animated films, coupled with lukewarm receptions to some of Disney’s recent features, have also contributed to its box office woes.
Additionally, Disney is facing stiff competition from other major studios, including Netflix, Universal, Sony, and Warner Bros., which are vying for moviegoers’ attention. The success of Universal’s “Trolls Band Together” further indicates the challenges that “Wish” faced at the box office.
Despite the underperformance of “Wish,” there is still hope for the film’s future. Disney has found success in the past with long theatrical runs and subsequent success on Disney+. The upcoming December holiday family moviegoing corridor and future availability on Disney+ could potentially bolster the fortunes of “Wish.”
While Disney may have faced a setback with “Wish,” the company has a track record of turning around the performance of its films. With strategic planning and a focus on engaging its audience, “Wish” could still potentially find success in the coming months.