Pixar is Disney's most artistically respected brand, which is why it's being reserved for Disney+, which is currently the studio's top priority.
, and the lack of a theatrical release didn’t stop it from winning last year’s Best Animated Feature Oscar or from grossing a robust $58 million in China. Meanwhile,and online chatter once they debuted as “free” movies for Disney+ subscribers.’s soundtrack just hit #1 on the Billboards over a month after its debut. Lots of folks are seeing the latest Disney animated features. They just are less willing to pay extra to do so.
There still exists a belief that films sent to streaming are less-than in terms of quality and expectations. That’s especially true for films intended for theatrical release which end up being sold to Netflix, Amazon or the like, even during the last two Covid-specific years. The first few years of “big” movies being sold to Netflix, think, didn’t debunk the core idea of Netflix as a straight-to-VHS destination, nor did Netflix’s record of accomplishment with studio programmers.
Pixar isn’t, in the eyes of Disney, being penalized by having their films forgo a global theatrical release. It’s not because Disney thinks of Pixar as “less-than” but rather because Pixar is arguably Disney’s most valuable brand. Since Disney+ is currently the top priority in terms of Disney’s filmed entertainment offerings, the most prestige, consistent brand, one with at least some reach beyond just kids and nostalgic adults, is now being offered up as Disney+’s crown jewel.
There is a very real risk in turning what previously was a theatrically lucrative brand into something for which fans no longer feel beholden to theatrical exhibition, even if/when Pixar originals start going back to a theatrical exclusivity window.
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