Theater owners assert that
Black Widow's performance at the box office has everything to do with its release on Disney+ Premier Access.
In a disappointing second weekend at the box office,
Black Widow only pulled in $26.5 million in ticket sales. Theater owners are blaming this performance on Disney's decision to release the film simultaneously in theaters and on Disney+. "Despite assertions that this pandemic-era improvised release strategy was a success for Disney and the simultaneous release model, it demonstrates that an exclusive theatrical release means more revenue for all stakeholders in every cycle of the movie's life," said the National Association of Theatre Owners in a statement, as reported by
Variety.
"It ignores that Premiere Access revenue is not new-found money, but was pulled forward from a more traditional PVOD window, which is no longer an option," the statement said."Combined with the lost theatrical revenue and forgone traditional PVOD revenue, the answer to these questions will show that simultaneous release costs Disney money in revenue per viewer over the life of the film."
NATO also claims that without this simultaneous release,
Black Widow could have opened to $100 million and made $130 million in its first weekend alone. This pushback comes at a time when theaters are still recovering from the effects of the coronavirus (COVID-19) pandemic, and these tensions between theaters and Disney are not new, as theater owners expressed frustration at
Black Widow's release plan
well before it premiered.