Specifically, Disney will be releasing the film theatrically in certain markets where the studio currently has no announced launch plans for Disney+ and where theaters are open (i.e., China).
CEO Bob Chapek said during the company’s earnings call that it was important to find new avenues of distribution during the pandemic and that “in the U.S., Canada, New Zealand, and number of countries, we will be offering on Disney+, the epic Mulan on a premiere access beginning September 4, with the price point being $29.99 in the U.S.”.
Chapek added during a round of questioning with financial analysts, “We’re pleased to bring Mulan to a consumer base that’s been waiting for it as we’ve had to move our (release) dates several times…We’re looking at Mulan as a one-off as opposed trying to say that there’s a new business windowing model.” What Disney will be keeping an eye on with Mulan is the uptick in subscribers as well as transactions generated on the service with that new price point.
From our research under a premiere access offering, not only does it get us revenue from our original transaction of PVOD, but it’s a fairly large stimulus to sign up for Disney+.”.
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