In a major development Disney CEO Bob Chapek announced, during their earnings call, that Disney will be releasing Mulan directly to Disney+ on September 4th as a rental..
Unlike the rest of the content available on Disney+, Mulan won’t come with a subscription to the service. Consumers in the U.S. and other territories will have to pay $29.99 on top of the streaming service’s monthly subscription fee of $6.99. In markets where Disney+ isn’t available, “Mulan” will play in cinemas…assuming theaters are open there.
“We’re looking at ‘Mulan’ as a one-off as opposed to say there’s some new business windowing model that we’re looking at,” Chapek said on the company’s earnings call.
It’s also notable that that Disney is testing is very different and potentially more lucrative than others deployed by studios. Mulan will cost roughly $10 more than Universal charged for “Trolls World Tour” and it’s sticking the price of a subscription on top of that bill. It remains to be seen if that will be too rich for consumers.
Initially I was upset that in order to watch Mulan when it’s released I would have to pay roughly $30 on top of my Disney+ subscription. Then I realized if it had been released to the local theater I would have paid more than $30 to take the entire family, even if I went on a discounted day, especially when you add on what I would have paid for snacks. Even if I had waited for it to come out on video that would have been $20-25. That’s on top of if it had been released to theaters, I would have gone to see it. So, thinking about it…I’m okay with this.