Despite the waves of controversy, it did not affect Disney’s crazy spending of money on Mulan.
As the palm jewel of Disney, Mulan is carrying the new expectations of the box office market. The popularity of the 30-second pilot trailer has not faded. On February 3, Beijing time, Disney released the ultimate trailer for the movie “Mulan” on the Super Bowl. In the 2 minute period, many new footage were displayed, not only more action scenes appeared, the plot began to be clear.
Disney’s live version of “Mulan” is an action movie based on Disney’s Chinese costume war theme. It is also a live-action remake of Disney’s 1998 animated movie of the same name. Adapted from Chinese folklore, it tells the story of a woman Mulan who served for her father and defended her country. The film is directed by Nikki Carlo, starring Yifei Liu, and also includes stars such as Jet Li, Gong Li, and Zhen Zidan, which will be released in North America on March 27.
The Super Bowl, known as the “American Spring Evening”, will not only play the annual NFL Championship Finals on this day, but also a big show that combines entertainment and creativity. Over the years, the ratings in the United States have been riding. In order to show their face in such an event with an extremely high national level, major US brands have not hesitated to purchase 30-million-dollar sky-high advertising.
According to THR’s previous report, the price of the 30-second notice in the Super Bowl advertising period in 2020 surged from US $ 5.2 million last year to US $ 5.6 million, a record high. Because advertising fees are getting more and more expensive, this year ’s Super Bowl ’s prime-time movie and episode previews have been reduced compared to previous years. The only movie companies that place ads during the regular season are Universal and Disney.
Disney has included a 124-second commercial for the Super Bowl. In addition to the movie “Mulan”, it also released three Marvel episodes “Falcon and Winter Soldier” that will be broadcast on its own streaming media. Wanda Phantom and the trailer collection for Rocky.
The first version of the trailer was broadcast live in the Women ’s World Cup. The official preview was broadcast live at the Golden Globes. Now it ’s heavily invested in the Super Bowl and puts the final trailer. Disney has almost all the resources for “Mulan”, which also shows that Disney is true Loves “Mulan”. From the past Aladdin, Pocahontas, and now Mulan, it is clear that Disney’s ambitions are not limited to European and American fairy tales. It has begun to develop in Asia and people of color.
The success of the early animated version of Mulan, plus DisneyHe has spared no effort to sing, the first trailer of “Mulan” reached 175 million in the world, ranking 7th in film history. Since then, four consecutive releases of the trailer have maintained considerable popularity, and now the ultimate trailer has topped Twitter and Mulan has become Disney’s top three princesses.
The live princess project has been in Disney’s plan. Since 2014, Disney has begun a lifelike layout of fairy tale movies. Judging from the live princess movies that have been released, “Cinderella”, “Aladdin”, “The Sleeping Curse”, etc., the princesses are not weak in the ability to absorb gold worldwide. The lowest “Cinderella” is $ 540 million, the highest The worldwide box office of “Beauty and the Beast” reached $ 1.26 billion.
But Disney ’s appetite never ends with the movie itself. Like Magnolia, related sales of those Disney Princess registered trademarks reached $ 3 billion in 2006. With the continuous release of live-action movies in recent years, the revenue it has brought is already Disney’s second-best-selling brand, and it also drives Disney’s most profitable derivatives and derivative copyright business.
Image source: Disney poster