Posted on Nov 19, 2020 at 5:53 p.m.Updated Nov 19, 2020 6:06 PM
Blockbuster launch strategies follow each other and hardly look alike in recent weeks in the Warner Bros. entertainment industry. (owned by the American operator AT&T) has announced that the blockbuster “Wonder Woman 1984”, of which it is the distributor, will be released on December 25 in theaters open in the United States as well as on the service of HBO Max video streaming (also owned by AT&T) which only US households can access at this time.
Released in 2017, the first film in this franchise from the DC Comics universe had generated nearly $ 822 million in cinema theaters around the world, selon Box Office Mojo. In the United States, “Wonder Woman” had even been the third highest-grossing feature film that year, only preceded by “Beauty and the Beast” and episode VII of Star Wars, “The Last Jedi”.
This launch of “Wonder Woman 1984” (whose main role is played by superstar actress Gal Gadot) – with a production budget of $ 200 million – is a real gamble in the current context, after the multiple postponements announced in recent weeks by actors in the film industry.
A complicated situation for the blockbusters At the beginning of October, the last part of the famous James Bond franchise, “Die can wait”, saw its world release be postponed from November to next April, due to the insufficient capacity of theaters. obscure with the health crisis… when the operators were not forced to (re) simply close their doors as is the case in France.
This paradigm particularly penalizes blockbusters whose financial break-even points are necessarily higher to reach. Launched at the end of August, the film “Tenet” – the latest blockbuster (200 million dollars of production budget) to date to have seen the light of the day – has just passed 350 million in revenue, after almost three long months of operation. , for a breakeven point estimated at some 400 million …
A dual strategy for AT&T
Still, AT&T will play it both ways with the release of “Wonder Woman 1984”. The film will be available for free for a month on HBO Max, which will allow the American giant to promote its SVoD service and gain new subscribers. HBO Max starts at $ 15 per month, making it the most expensive offering on the market right now.
A few weeks ago, Disney launched the film adaptation of its cartoon “Mulan” directly on its SVoD platform, Disney +, in select countries for $ 30 each. But the experience was hardly conclusive according to several studies because of the too high price.
At the same time, Warner will also distribute “Wonder Woman 1984” in American theaters, from Christmas, but also and above all in all cinemas open from December 16 in the rest of the world.
This could potentially be the case in France since the government would study the possibility of reopening dark rooms in mid-December, believes the “Canard Enchaîné”. Which would be excellent news for the tricolor operators who could immediately put on the bill this blockbuster featuring the most famous of the superheroes.