17% Of Surveyed Consumers Would Pay A Premium To Watch MULAN At Home Vs. 21% That Would See It In Theaters Opening Weekend

17% of surveyed consumers would pay a premium to watch Mulan at home vs. 21% that would see it in theaters opening weekend

In the week leading up to the September 4^th global premiere of Mulan, Omdia polled consumers across 5 regions to gain insight into audience theatrical and PVOD interest. Consumers were surveyed in the US, UK, Australia, Mexico, and China.

Disney previously announced that Mulan would be premiering on Disney+ for a premium rental price in territories where the streaming service is available. For countries that do not yet have access to Disney+, the title will be released in cinemas. This coming weekend, Mulan will be released on Disney+ in the US, UK and Australia, but will be released theatrically in Mexico and China. Mulan will be released in cinemas in China on 11th September, and as yet unknown date for Mexico, where currently around 55% of cinema sites are operating.

Omdia’s survey gauges audience comfortability with going back to theaters since the spread of Covid-19. Consumers were asked, “Would you be comfortable going to the cinema to watch Mulan if it were released in your local cinema on September 4^th?"

Maria Rua Aguete, Senior Research Director at Omdia commented “PVOD will never replace the experience of going to a theatre, in fact, forced isolation has reinforced the value of attending events in person, like going to the cinema.”

Sarah Henschel, Senior Analyst at Omdia commented “If PVOD is a success with Mulan, traditional windows may begin to shift permanently. Right now, studios should utilize the unique opportunity of the pandemic to gauge if shifted windows can become more profitable than traditional windows. However, the prospect of further titles eschewing theatrical release will not sit well on the part of exhibitors still reeling from five months of screen closures and widespread rerouting of titles into 2021 and beyond. Exhibitors can find comfort in continued consumer sentiment and preference for the cinematic experience. Should more PVOD tests find success, exhibitors may need to cut PVOD revenue deals with studios or bundle offerings with downstream digital opportunities.”

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MULAN IS OUT NOW ON DISNEY+