The COVID-19 pandemic effectively derailed the release of most spring and summer blockbuster films, with studios left to decided whether to release to video-on-demand services or sit on their titles until theatres fully reopen.
Disney has elected to push its live-action Mulan release to its streaming service, Disney+, on September 4. The only catch: The film will come at a premium cost of $29.99. That fee is not for a rental, but instead it will grant subscribers access to Mulan for as long as they continue their subscription.
— Rotten Tomatoes (@RottenTomatoes) August 4, 2020
Disney is touting the move as a “one-off,” and not a release plan that subscribers should prepare to adapt to permanently.
More info, via investors call (transcription via Slash Film):
“We’re fortunate that we have the opportunity to bring it to our direct-to-consumer platform so consumers can enjoy it, but we’re looking at Mulan as a one-off, as opposed to say that there’s some new business windowing model that we’re looking at,” Disney CEO Bob Chapek said. “So Mulan is a one-off. That said, we find it very interesting to be able to take a new offering, a premiere access offering, to consumers at that $29.99 price and learn from it and see what happens. Not only in terms of the uptake of the number of subscribers that we get on the platform, but the actual number of transactions on the Disney+ platform that we get on that PVOD offering…we can test almost anything when you have your own platform…we’re going to have a chance to learn from this.”