The biggest movie watching news this weekend is undoubtedly Mulan being released to Disney+ subscribers for $30. This is on top of Disney+'s monthly membership fee. At first I was surprised by the price. I mean Netflix is releasing new content monthly with similarly budgeted movies like 6 Underground $150 million and The Irish Man $159 and they did not charge subscribers extra to watch them. (Mulan's budget is $200 million.)
Perhaps I am not comparing apples to apples here. Mulan was supposed to be a box office smash hit, while Netflix movies are supposed to be streaming hits. This means Mulan had the potential to earn Disney a lot more money as a one-off project. Estimates ticket sales were a billion dollars worldwide. Netflix is fighting for long term subscribers and has to pump out consistent quality content to keep them.
So why did Disney decide to bite the proverbial bullet and post Mulan to its streaming service with a $30 price tag?
I have Disney+ since it is free for 6 months as part of my cell phone promotion. I enjoyed watching The Mandalorian. I also watched one classic movie. But that has been it. I have not watched Disney+ since the series ended because there is nothing new to watch. Once I watch Hamilton, my plan is to cancel my subscription and then renew it once the new season of Mandalorian arrives for one month.
So content issues is one reason Mulan was put on its streaming service.
My other two theories have to do with the Oscars and staying relevant.
There has been a growing discussion regarding where streaming services' movies fit in awards season. Historically, only movies in theaters are qualified to earn an Oscar. What happens when the theaters have been closed for half a year and perhaps for the rest of the year? Do you base you Oscar candidates only on the movies shown in the first three months of the year? Or do you include movies like Hamilton, Mulan, and Tom Hank's Greyhound that were supposed to be released in theaters but went the streaming route? Or do you include all movies now - made for tv, made for cable, made for streaming, and made for theater? Perhaps by charging pay per view rates for Mulan, Disney can argue that the $30 fee alone differentiates it enough to be considered a "real" movie worthy of Oscar contention.
I know people who have already paid for Mulan. I know people who have scoffed at the price. Will Disney make $1 billion? I doubt it. But people are talking about the movie. They are talking about the price. They are talking about the amazing special effects. They are talking about political issues surrounding the movie. And best of all for Disney, it is keeping the studio relevant at a time when its cruise line is shut down and many of its theme parks are still closed. And being relevant can be priceless.
As a final thought: what would have happened if Disney had pushed Mulan to 2021 and tensions between the US and Chinese governments continue(d) to rise. The movie might not never be released.
One thing is sure, the mouse knows what it is doing and no one is moving its cheese.
Take care and be safe.
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