Disney’s latest animated venture, “Wish,” hoped to enchant audiences and commemorate the studio’s 100th anniversary but found itself facing a disappointing opening weekend, earning $31.7 million domestically over the five-day holiday period—below analysts’ predictions of $40 million to $50 million. The film, featuring a teenage girl making wishes upon a star, struggled to compete at the box office against formidable contenders like Ridley Scott’s “Napoleon” and “The Hunger Games: The Ballad of Songbirds and Snakes.”
Analysts and industry insiders attribute the underperformance to a combination of factors. Firstly, the dominance of streaming platforms has significantly altered viewing habits, with audiences becoming accustomed to consuming theatrical stories at home. The pandemic accelerated this shift, leading to blurred release windows and a decline in the perceived value of the big screen. Disney’s attempt to release “Wish” in a traditional theatrical format faced challenges in a landscape where streaming options offer diverse content from the comfort of viewers’ homes.
Compounding the film’s struggles was the actors’ strike that prevented the cast, including Ariana DeBose, Chris Pine, Alan Tudyk, and Natasha Rothwell, from promoting the project until November 8. This limited promotional activity likely impacted the film’s visibility and audience engagement in the lead-up to its release.
Furthermore, the oversaturation of content on streaming services contributed to audience indecision. Viewers, spoiled for choice, may have been less committed to exploring new stories in theaters, preferring the convenience of streaming platforms.
“Wish” attempted a delicate balancing act by combining a nostalgic appeal, celebrating Disney’s legacy, with an original storyline. The marketing campaign emphasized connections to the past, invoking the spirit of “When You Wish Upon a Star” and commemorating Disney’s century-long journey. However, this dual approach seemed to attract criticism from both sides, with negative reviews citing distraction from the film’s core narrative.
Despite the challenges, industry observers remain cautiously optimistic about “Wish’s” long-term prospects. Drawing parallels to Disney’s 2021 film “Encanto,” which faced a similarly lackluster opening but gained momentum through word of mouth, there’s hope that “Wish” could follow a similar trajectory and build success over time.
Looking ahead, Disney’s future projects, such as the Planet of the Apes franchise entry, “Kingdom of the Planet of the Apes,” scheduled for May 2024, are expected to fare well. However, the industry faces an ongoing challenge of striking a balance between leveraging nostalgia and introducing fresh, original content. As streaming continues to dominate, companies must navigate this landscape carefully, ensuring a blend of beloved characters and new, compelling narratives to keep the creative well from running dry. The fate of “Wish” serves as a reminder of the evolving dynamics in the entertainment industry and the need for adaptation to changing viewer preferences.
