‘Mulan’ Release Leads To 68% Jump In Disney+ Downloads, Despite Extra Fee To Watch Movie

Disney+ downloads increased by 68% and coincided with a 193% increase in consumer spending on the app from the premiere on September 4 through September 6 compared to one weekend prior, according to preliminary data from the mobile app data analytics company Sensor Tower, first reported by Bloomberg.

Disney announced in August that due to the coronavirus pandemic, it would scrap the theatrical release of the $200 million live-action remake of Mulan in countries with access to Disney+, including the United States, Canada and New Zealand, and would have limited theater distribution in other countries. 

CEO Bob Chapek told analysts during an August earnings call that Disney wanted to use Mulan’s release to test if the strategy would lead to increased revenue and downloads. 

The preliminary data, which only reflects downloads from Apple and Google stores, suggests that streaming subscribers are indeed willing to pay extra fees to purchase content.

Disney isn’t the only production company to try a premium content strategy as the pandemic led to movie theater shutdowns worldwide; Universal Pictures released Trolls World Tour as a $19.99 digital rental in April and reportedly racked up $100 million in rentals during the first three weeks, more than the first film earned during five months in theaters.