Disney Pushes ‘Shang-Chi’ DVD, Blu-ray Disc on ESPN

With Marvel Studios’ Shang-Chi and the Legend of the Ten Rings set to lead the 2021 domestic box office with more than $224 million in revenue, Disney is pushing marketing efforts to sell the movie at retail — including packaged media.

Ads for the DVD, Blu-ray Disc (and digital) release of the movie, which streeted on disc Nov. 30, have featured prominently on Disney-owned sports network ESPN, including regular spots on “SportsCenter” and the Sunday night (Dec. 5) “SportsCenter With Scott Van Pelt.”

Scott Van Pelt

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The aggressive marketing comes after Disney disclosed that home entertainment retail sales of its movies and TV shows fell 44% in the fiscal year ended Oct. 2. The company cited just three prominent releases in the year: Mulan, Raya and the Last Dragon and Black Widow, whereas the prior fiscal year included Frozen II, Star Wars: The Rise of Skywalker, The Lion King, Toy Story 4, Maleficent: Mistress of Evil, Onward, Ford v Ferrari, Aladdin and Avengers: Endgame.

Significantly, the 2021 fiscal results included the impact of Premier Access, Disney’s premium video-on-demand platform affording Disney+ subscribers early access to Widow, Cruella, Jungle Cruise and Raya and the Last Dragon. Disney PVOD revenue jumped 70% in the fiscal year.

Shang-Chi, however, was not made available on Premier Access. As a result, Disney is hoping the “non-Access” of the title morphs into a coveted gift entering the winter holiday retail season. As previously reported, Best Buy and Target bowed exclusive 4K Ultra HD Blu-ray editions of the movie.