Encanto's budget was more like $135M. BO revenue is $253M. Using the rule of thumb of adding 50% to the budget for advertising, and the studio getting half the BO, then Encanto lost $37M in the theatrical window.
A window that was only 30 days (and announced it would only be 30 days, which is shooting your revenue in the foot) during a pandemic. Tentpole films getting good reviews usually stay twice as long.
Keep in mind that using the same rule of thumb, Bolt lost $70M, Tangled lost $94M, Cars 3 lost $71M, Captain America lost $12M.
Just about every movie that attempted a theatrical run during the pandemic lost money once you take a look at their budget.
Being a media empire, Disney knows how to make up for movie losses in the post-theatrical windows, and in merchandising, and franchising.
So, Encanto was a failure in the theatrical window.
And an outstanding success in every other imaginable metric.
A window that was only 30 days (and announced it would only be 30 days, which is shooting your revenue in the foot) during a pandemic. Tentpole films getting good reviews usually stay twice as long.
Keep in mind that using the same rule of thumb, Bolt lost $70M, Tangled lost $94M, Cars 3 lost $71M, Captain America lost $12M.
Just about every movie that attempted a theatrical run during the pandemic lost money once you take a look at their budget.
Being a media empire, Disney knows how to make up for movie losses in the post-theatrical windows, and in merchandising, and franchising.
So, Encanto was a failure in the theatrical window.
And an outstanding success in every other imaginable metric.
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