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.”
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.