Pixar’s ‘Elemental’ Falls Flat, Adding to Worries About the Brand
Pixar is damaged as a big-screen brand.
That was one of the rather glum takeaways from the weekend box office, which found “Elemental,” a $200 million-plus Pixar original, arriving to a disastrous $29.5 million in domestic ticket sales. “The Flash,” a Warner Bros. superhero spectacle that cost about $200 million, also struggled, taking in a lethargic $55.1 million, according to Comscore, which compiles ticketing data.
“Hard to sugarcoat this,” said David A. Gross, a film consultant who publishes a newsletter on box office numbers.
Questions about Pixar’s health have swirled in Hollywood and among investors since last June, when the Disney-owned studio released “Lightyear” to disastrous results. How could Pixar, the gold standard of animation studios for nearly three decades, have gotten a movie so wrong — especially one about Buzz Lightyear, a bedrock “Toy Story” character?
Maybe pandemic-worried families were not quite ready to return to theaters. Or maybe, as some box office analysts speculated, Disney had weakened the Pixar brand by using its films to build the Disney+ streaming service. Starting in late 2020, Disney debuted three Pixar films in a row (“Soul,” “Turning Red” and “Luca”) online, bypassing theaters altogether.
Source: The New York Times
