Merchandising: ‘Dark Phoenix’ Exclusives Rising

Target ‘Dark Phoenix’ box art and poster

The big retailers Sept. 17 made Fox’s X-Men: Dark Phoenix the subject of quite a few exclusive offers.

Target had a special $32.99 version of the 4K Ultra HD Blu-ray combo pack with a poster by Orlando Arocena and exclusive box art on a slipcover.

Walmart offered a $32.96 gift set of the 4K Ultra HD Blu-ray combo pack with six collector cards drawn by comic book artists.

Walmart ‘Dark Phoenix’ art cards

Best Buy offered a Steelbook edition of the 4K Ultra HD Blu-ray for $34.99.

Best Buy ‘Dark Phoenix’ Steelbook

Among other titles, Best Buy had the new Batman 4-Film Collection 1989-1997 4K Ultra HD Blu-ray boxed set with Steelbook packaging for $89.99.

Walmart had a $27.96 double feature of Sony Pictures’ Spider-Man: Homecoming Blu-ray combo pack with a digital copy of the new Spider-Man: Far From Home redeemable through Vudu.

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Disney Brass Surprised at Fox Studio Underperformance

Back when Rupert Murdoch weighed in on 21st Century Fox fiscal calls, the senior media mogul was quick to praise the success of movies such as Avatar and Planet of the Apes. He was also quick to dismiss box office misses as part of a studio’s rollercoaster existence.

The fickle nature of theatrical releases in an age of over-the-top video, ultimately, is one of the reasons Murdoch put Fox Studio up for sale along with other media assets.

Disney’s $71.3 billion acquisition of 20th Century Fox Film Corp. was in part for the studio’s catalog, majority ownership of Hulu and future box office releases.

Apparently, Disney CEO Bob Iger and CFO Christine McCarthy weren’t prepared for a fiscal downturn at Fox Studio so soon after completion of the acquisition earlier this year.

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On the Aug. 6 fiscal call McCarthy disclosed that Fox posted a third-quarter (ended June 29) operating loss of $170 million — the opposite of a projected $180 million operating profit.

“One of the biggest issues we faced in the quarter was the performance of the Fox film business,” Iger said. “It was well below what it had been and well below what we thought it would be when we did the acquisition.”

Disney was quick to lay the blame on Dark Phoenix, whose reported $200 million production budget dwarfed its $65.8 million domestic box office. The film did generate more than $252 million internationally.

“I know what happens when a company gets bought,” Iger said, “Typically, operations and decision making comes to a halt. We avoided that when we acquired Pixar and Lucasfilm, but this was a very different position for Fox.”

Indeed, Disney announced the Fox deal in 2018, but the transaction wasn’t finalized until this March. While Fox will likely bounce back theatrically (Iger has high hopes for Ford vs. Ferrari), in the meantime, Disney’s theatrical prowess shows no sign of slowing.

With Marvel, Pixar and Lucasfilm content overperforming, Disney has generated a record $8 billion at the box office thus far in 2019.

‘Dark Phoenix’ Coming Home in September

X-Men: Dark Phoenix will be available through digital retailers Sept. 3, and on Blu-ray, DVD and 4K Ultra HD Blu-ray Disc Sept. 17 from 20th Century Fox Home Entertainment.

The final installment of Fox’s “X-Men” franchise produced before the studio’s acquisition by Disney stars Sophie Turner, James McAvoy, Michael Fassbender and Jennifer Lawrence.

The story involves Jean Grey (Turner) being transformed by a dangerous power during an X-Men mission into space.

The film earned $65 million at the domestic box office.

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The Blu-ray and digital editions include deleted scenes. The Blu-ray and digital copies from iTunes and Movies Anywhere will offer optional deleted scenes commentary by writer-director Simon Kinberg and producer Hutch Parker.

Other extras include feature commentary by Kinberg and Parker, the five-part documentary “Rise of the Phoenix: The Making of Dark Phoenix,” and the featurette “How to Fly Your Jet to Space with Beast”

Digital versions will also include a scene breakdown of the 5th Avenue Sequence.