Disney's Simultaneous Release Strategy for "Black Widow" and "Cruella"

Disney has announced that both “Black Widow” and “Cruella” will be available on Disney+ concurrently with their theatrical debuts. This move appears to validate their Premier Access streaming model and recognizes the ongoing challenges facing traditional movie theaters.

Premier Access Details

Disney+ subscribers will be presented with the opportunity to view “Cruella,” the live-action adaptation, at home starting May 28th. This will require a one-time additional payment of $29.99. A similar option will be offered for “Black Widow” on July 9th.

It’s important to note that these films will eventually become accessible to all Disney+ subscribers without any extra cost at a later date.

Previous and Future Releases

Disney initially experimented with this approach with the release of the live-action “Mulan” last autumn. “Raya and the Last Dragon,” an animated feature, followed suit earlier this month.

The studio has also opted for direct-to-Disney+ releases without an additional fee, exemplified by Pixar’s “Soul.” “Luca,” another Pixar film, is scheduled for this type of release on June 18th.

Challenges and Delays

The release of “Black Widow” faced multiple postponements – originally slated for May 1st of the previous year. Reports suggest that Kevin Feige, head of Marvel Studios, initially opposed a direct-to-streaming release.

This film marks the first release from Marvel Studios since the onset of the pandemic.

Interconnected Releases and Strategic Considerations

Disney executives may be reaching a limit regarding further delays. Given the interconnected nature of Marvel films and Disney+ series, postponing one release can necessitate rescheduling several others.

The State of Movie Theaters

While vaccinations are progressing and COVID-19 cases are decreasing, movie theaters in key markets like Los Angeles and New York are reopening with limited capacity.

Current box office revenues remain significantly lower than pre-pandemic levels.

Industry-Wide Hybrid Strategies

In response to ongoing uncertainty and the growing popularity of streaming, other Hollywood studios are also adopting hybrid release strategies.

Warner Bros. will release all of its 2021 films simultaneously on HBO Max. Paramount is accelerating the availability of its films on Paramount+, making them available 30 to 45 days after their theatrical release.