Elemental after receiving lukewarm reviews at Cannes and a slow start at the box office, the Pixar movie left us all scratching our heads. Yet, it’s managed to win over audiences, earning its stripes.
At first, Peter Sohn’s tale of fire meeting water seemed to struggle to find its footing. Elemental faced a rocky start, earning a disappointing 58 percent on Rotten Tomatoes after Cannes debut, placing it among the lowest-rated Pixar films. However, this story of elements has defied expectations, now boasting a fresh 70 percent rating.
The film’s box office numbers initially stumbled out of the gate, pulling in a modest $29.5 million on its opening, a figure that raised eyebrows, especially given its hefty $200 million budget. Yet, like a phoenix rising from the ashes, Elemental spent the entire summer climbing the ranks, securing a spot in the global top 10 of 2023. As of now, it proudly sits at the ninth position, having raked in an impressive nearly $500 million.
This captivating tale of fire, water, and the unexpected triumph of Elemental proves that sometimes, just like in the best Pixar movies, it’s the underdogs that steal our hearts and capture our imaginations. Elemental garnered an impressive 26.4 million views within its initial five days of being available for streaming.
Pixar’s Elemental Stumble at Box Office Sparks Concerns for the Brand’s Future
The box office delivered a less-than-stellar verdict for Elemental, with a budget exceeding $200 million. It managed to muster only a meager $29.5 million in domestic ticket sales. Similarly, Warner Bros.’ extravaganza The Flash, with a similar budget, struggled to a lackluster $55.1 million, according to Comscore’s ticketing data.
Accompanying this disappointment, film consultant David A. Gross stated, “Hard to sugarcoat this,” reflecting the industry’s concerns.
Since the release of Lightyear last June, questions about Pixar’s performance have been circulating in Hollywood and among investors. How did the studio that has set the gold standard for animation for nearly three decades stumble, especially with a movie centered around the beloved character Buzz Lightyear from Toy Story?
According to the New York Times, these concerns about Pixar’s trajectory have been growing since the release of Lightyear last June.
When it comes to Elemental Sohn explains that the movie took it’s sweet time in profit generation, possibly due to the absence of a simultaneous worldwide premiere. “By the time people finish seeing the films that they want to see, did they then start picking up with us? Was the slow rollout for Elemental internationally because there wasn’t a day and date where it all opened up at once? Then there’s the concept of word of mouth, that three letter acronym [WOM] has been thrown around so much in the last few months. It’s been overwhelming for me to really understand the meaning of it. Someone likes the film enough to just recommend it to someone else? That small little thing really helped us out.”
How Pixar’s Potential Gem Fizzled at the Box Office
It’s no exaggeration to call Elemental Pixar’s biggest letdown to date, but understanding how we got here requires a closer look. According to cartoonbrew.com, despite all accounts suggesting that irt is a decent film, critics have largely given it a thumbs-up, and audiences have expressed genuine enjoyment.
The movie boasts an A Cinemascore, a commendable 92% Rotten Tomatoes audience rating, and impressive Postrak results, with 85% of respondents giving it a positive score and 68% indicating they’d recommend it.
Yet, why did Elemental fall so flat? The Cannes debut left much to be desired, and while recent reviews have been notably more upbeat, first impressions linger. Elemental was unveiled to the world as a disappointment during its high-profile premiere on the French Riviera.
Adding to the complexity, it’s evident that Disney’s recent distribution strategy, heavily leaning on streaming, has impacted the theatrical prospects of their family-oriented films.
Releasing titles directly to Disney+ during and after the peak of the pandemic, and providing brief theatrical windows thereafter, may have conditioned parents to opt for the convenience of waiting for films to arrive on the streaming platform.
The slump at Pixar isn’t just about the botched marketing of Elemental. It runs deeper, and many industry insiders and even some within Pixar itself believe the root cause is the departure of their visionary leader, John Lasseter. Lasseter was known for his unwavering commitment to excellence, and his absence has left a void that’s hard to fill.
But the biggest misstep, in the eyes of many, was Pixar’s decision to hitch its wagon to Disney+. This move has left the once-pioneering animation powerhouse playing catch-up in the streaming game, putting it in a precarious position.
Elemental Shines as 2023’s Top Disney+ Premiere
In a stunning revelation from Disney’s official data, Elemental has taken the crown for the most-watched Disney Plus premiere of 2023 thus far. The numbers are staggering: within a mere five days since its September 13 debut on the platform, Elemental amassed an impressive 26.4 million views.
According to Disney, this feat not only marks it as the most-viewed animated movie premiere since the March 2022 release of Turning Red, but also cements its status as the most-watched Disney+ movie premiere in Latin America—once again edging out the record set by Turning Red.
The numbers speak volumes about the film’s undeniable appeal and the streaming platform’s growing dominance in entertainment consumption.
According to disneyfanatic.com, enthusiastic fans rejoiced at the news of the movie’s impressive performance, attributing it to its remarkable staying power. One enthusiast remarked, “Elemental might just recoup its investment as an intellectual property… though the film itself may be in the red by 100 million, its remarkable longevity opens doors for other creative avenues within Disney.”
Adding to the chorus of praise, another fan chimed in, “This achievement is nothing short of remarkable, especially considering the rocky beginnings. It’s a testament to the power of word-of-mouth and a relatively uncluttered release window that allowed it to flourish!”
How are Streaming Services Challenging the Future of Movie Theatres?
Streaming services like Netflix, Amazon Prime, and Hulu have transformed media consumption, making it more convenient and affordable. With a basic Netflix subscription costing just $6.99 a month compared to the $10.45 average movie ticket price, it’s no surprise that streaming is on the rise. However, this shift has also altered our entertainment culture, reducing the communal experience of going to the theater to watch a film.
Film critic David Sterritt recalls a notion from nearly two decades ago that foresees a shift in the cinema experience, likening it to attending the opera—a cherished event warranting formal attire and an entire evening’s dedication. Fast forward to 2022, and this concept doesn’t appear as outlandish as it once may have.
“I’m not literally saying that,” clarified Sterritt, emphasizing the metaphorical nature of the opera analogy. “But clearly things have been veering in that sort of direction for quite a while.”
How has COVID Affected the Great Shutdown?
The course of movie distribution was already on a different path, but then along came COVID-19, giving it an even more forceful nudge.
In the throes of the pandemic, theaters witnessed a dramatic slump in attendance. In 2020, AMC faced a staggering loss of $4.5 billion, while both Cinemark and AMC found themselves in the unfortunate position of having to close down all their theaters.
Since the pandemic hit, the once-strong allure of movie theaters has lost some of its luster. According to a study by Statista, back in November 2018, a solid 28% of respondents were adamant about catching movies in theaters for the first time, while 15% were staunch advocates for streaming.
But by June 2020, those numbers did a complete switcheroo. Only 14% now stood firm on theaters, while a significant 36% were leaning more towards streaming. It’s clear that the way we consume movies has seen a major shift.
The popularity of streaming has surged. According to a separate study conducted by Statista, in 2015, 52% of U.S. consumers were subscribed to some form of streaming service. Fast forward to 2021, and that figure skyrocketed by 26%, with a whopping 78% of consumers now boasting at least one streaming service. The Daily Universe deduces the landscape of entertainment consumption has evidently undergone a significant transformation.
Final Words
The journey of Elemental reflects not only the film’s own narrative arc but also the broader shifts in the film industry, particularly in the wake of the COVID-19 pandemic. Initially met with lukewarm reviews at Cannes and a sluggish start at the box office, the Pixar creation left many scratching their heads.
Yet, it defied expectations and ultimately won the hearts of audiences, showcasing the power of resilience and the potential for unexpected triumphs. Despite the setbacks imposed by Disney, it appears that Pixar’s enduring spirit will keep the beloved animation studio alive and well.
