As streaming encroaches on the theatrical window, the overwritten notion by the media during the pandemic has been that cinema is dead. When it comes to streamers, however, the truth is they still can’t live without the movie theater.
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For years, Friday has been the day that most major streaming services have rolled out the new episodes or new seasons of their original shows. When a brand new season of Stranger Things or Ozark hits Netflix, it is always on a Friday. When new episodes of The Boys arrive on Amazon Prime Video, they release on Fridays. The end of the week seems like a natural fit, as viewers have the entire weekend to catch up on a new episode or binge an entire season. But Disney is shaking things up on its streaming service by moving all of its big premieres to Wednesday.
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"In the Heights," the new movie based on the musical by Lin-Manuel Miranda, underwhelmed at the US box office over the weekend with $11.4 million. Its haul was below projections that placed it closer to $20 million, and it failed to top "A Quiet Place Part II," which has been in theaters for two weeks.
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The Covid-19 pandemic forced an already shifting industry headfirst into streaming. Adweek’s Mollie Cahillane talked with Ashwin Navin, cofounder and CEO of Samba TV; Ashish Chordia, founder and CEO of LG Ads; and Travis Hockersmith, vp of platform business at Vizio about the changes connected TV have undergone during the pandemic and how that impacts the future of audience measurement.
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Of the first three Marvel Cinematic Universe shows to premiere on Disney+, Loki was the most anticipated. That’s not a knock on WandaVision or The Falcon and the Winter Soldier — it’s just that people really like star Tom Hiddleston, a certified gender-fluid Internet Boyfriend. The data backs it up too: Loki was watched by 890,000 households in the United States on the day it premiered, according to Samba TV, compared to 759,000 for The Falcon and the Winter Solider and 655,000 for WandaVision.
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“Cruella” costs Disney+ streaming subscribers an extra $30 to view at home -- which may well have made it more lucrative to Disney last weekend than box-office leader “A Quiet Place Part II” was to ViacomCBS. Based on an estimate from Samba TV that 686,000 subscribers bought access to “Cruella,” Ranganathan figures the Disney prequel generated $34.1 million for the parent company, compared with about $28.5 million for “Quiet Place II.”
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