Expected Light yearthe first Pixar film to hit theaters in two years was a box office disappointment. With a collection of just $51 million in the United States it becomes one of the most disappointing research premieres. To this figure must be added the $34.6 million it achieved on the international market. In the end, the number of viewings of the film in the first weekend reaches 85.6 million people worldwide. This is Pixar’s lowest box office since Cars 2 as well as a turning point in the research strategy for the future.

With an advertising campaign aimed at the public that has become a generational phenomenon toy storyit was expected that Light year became an instant success. Particularly because of the interest generated by the reinvention of the franchise of one of the most beloved universes of exploration.

Movie tangentially based on the character Buzz Lightyearseen by critics as a new strategy for creating deep discourses. Light year looked forward to. However, its box office performance clearly shows that Pixar is beginning to suffer the consequences. long break films with his participation on the big screen.

Controversy around “Lighter”

Low audience interest Light year This is bad news for the studio and especially for the impact of its upcoming films. Specialized box office analysts predicted that US production costs could be between $70 million and $85 million in early projections. A modest figure for a study that has broken records for collections several times and which has Disney advertising technique.

As if that wasn’t enough, the film takes one of the most beloved characters in Pixar’s imagination to a new dimension. It was expected to be a blockbuster, but it was an awkward situation for both Pixar and Disney. Moreover, the premiere of the film was surrounded by considerable controversy. The production features a same-sex couple kissing scene. A few weeks before the premiere, the question of Light year withstood criticism in social networks, experts were worried. The virtual box office failure leaves Pixar and Disney somewhat unknown as to their future.

High hopes ended in failure

Toy Story 4 It opened with $100 million in 2019, according to Comscore. A record figure that has made it a rare occurrence as it is the fourth film in an animated franchise over ten years old. In 2010, Toy Story 3 collected more than 110 million in the weekend after the premiere alone. So humble expectations around Light year seems to reflect low confidence in the industry in new Pixar projects; after nearly two years of releasing films straight to the streaming platform.

But for Sean Robbins, chief media analyst at BoxOffice, the case was a devastating set of circumstances that affected the profitability of production. In an interview broadcast over the weekend, the expert commented that Light year the consequence of several elements at once suffered. “Light year had a lot of potential on paper, but a number of factors led to this rare box office failure for a Pixar release,” Robbins said. break studio productions on screen and amazing success Jurassic World: Dominion could affect the result.

“Was the film open to a market too crowded with films aimed at a wider audience?” asks Robbins in the article. Other doubts pass whether there was a marketing campaign ineffective in convincing different generations of Toy Story fans. On the other hand, if Disney’s strategy of bringing Pixar movies directly to streaming over the past two years has backfired and damaged brand value. “These are just some of the pressing issues that we, and especially Disney, need to consider,” the expert said.

Unlikely increase in box office

Of course, there is also the factor of the scandalous campaign around the scene, which shows the kiss of a same-sex couple. Robbins, who doesn’t think the controversy is hindering box office performance, does think he may have softened his target. “Brand revitalization came in second place,” he explained.

On the other hand, for Paul Dergarabedian, senior media analyst at Comscore, the reasons for Lightyear’s failure are more specific. “It was a good weekend of films that made over $40 million,” he said. In other words, a market recovery could lead to new pressure on films that cannot directly compete with larger offerings.Light year will now play longer in theaters after a debut that left some disappointed,” said Paul Dergarabedian.

It could get better Light year his box office? It remains only to wait. For now, it will have to deal with disappointing word of mouth and new releases. Which, according to Dergarabedian, may be more worrisome for the end result.

Source: Hiper Textual

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