I imagine the reason for the set-up is the exact reason that we aren't allowed to discuss here for some bizarre reason. It's the ultimate
The Emperor Has No Clothes scenario, where we all know it but no one is allowed to say it. If the author of this article did come out and say it, he'd be blasted as a hate-monger and horrible bigot who must be fired from his blogging job immediately and cancelled from polite society forever.
Which is the part I find the most damning. They designed and manufactured toys, books, and children's clothing for Strange World. Then purposely didn't send all that merch to stores at Christmas, and only offered it online in backwater search tabs. That's really weird!
I'm going to go out on a limb and risk having my post deleted or "reported" by someone with hurt feelings and say that the plot and story arcs of the main Strange World characters, namely Ethan and how his family responds to him, was shoehorned into the story a couple years ago after the story had already been developed. Then the Ethan character and all the supportive pablum the other characters heap on him doomed this movie with test audiences. And in the months leading up to the film's release, the popular governor of Florida was cruising to an easy landslide victory in November's election, just to rub salt in Burbank's wounds.
So Disney had no choice but to bury the film and take the loss. Pull the children's merch from distribution, run only a few ads in the few days before opening, and hope to God no one makes a big deal about it.
The
fact that male audiences over age 25 hated this movie is proof that a big mistake was made with the story development for Strange World.
This should have been the ultimate father/son adventure guy movie! The 2020's version of
Cars and a big money maker in merch and boys t-shirts and a sequel. But obviously, it is not.
So in Burbank's defense, this is perhaps the best last minute scenario they could come up with for this film.
I don't envy them though.