Disney’s latest and 60th animated film, Encanto, remains at the top of the box office. Yet it continues to struggle in terms of revenue.

The film had an estimated $120 – $150 budget behind it, the usual budget a Disney film of this caliber would have. But so far after two weeks has only grossed $60 Million. Not quite what you would expect a major Disney film like this to take in. According to Box Office Mojo, the film had an opening weekend of $27 Million in the U.S. and Canada. Granted the film opened on a Wednesday, giving it an extra two days to earn revenue. Though the film is doing much better overseas, especially in Europe and Latin America.



Since then the domestic box office returns have been been falling over the past two weeks, dropping about 50% from its opening weekend. The drop in revenue can be attributed to people still not comfortable being to theaters, or competition from other films such as MGM’s House of Gucci. But another key factor can be the lack of promotion as commercials and ads for the film seem to be a bit lax compared to previous Disney films such as Raya and the Last Dragon. A lack of advertising equals a lack on awareness.



The film doing poorly domestically does cause some concern as Disney continued to move towards streaming. The last few films from Pixar skipped their theatrical run and were released exclusively on Disney Plus for free while Raya and the Last Dragon was released behind a $30 Premium paywall. If Disney’s animated projects continue to preform poorly domestically they may skip theaters going forward and rely exclusively on Disney Plus where they control 100% of the revenue.



Disney’s Encanto is currently playing in theaters. If you and your family are looking for a fun family film to watch in theaters this holiday season make sure to go see it. 

Editors Note– Encanto will be coming to Disney+ on Christmas Eve, December 24, 2021 at 3AM EST / Midnight PST. 

Source: Variety