Why Marvel Will Never Make the ‘Black Widow’ Mistake Again…
What was clearly Marvel’s most underappreciated work of 2021, and a film that explored new distribution models for Disney and the MCU proved why Marvel will never make the Black Widow mistake again…
The first film released following a global-wide pandemic, Disney was in an unenviable position; with a product that most certainly had an audience, and still struggling on the heels of a completely missed out on 2020, there was a complicated problem with no easy solution.
Scarlett Johansson as Black Widow/Natasha Romanoff and Florence Pugh as Yelena in Marvel Studios’ BLACK WIDOW. Photo by Jay Maidment. ©Marvel Studios 2020. All Rights Reserved.
How do you capitalize on the market for a feature film when people are refusing to go to the theaters? The answer seemed clear, but the consequences were costly.
Disney and Marvel decided to opt with the clearest form of action; to pioneer a brand new dual distribution method that allowed the film to play in cinemas to an audience willing to brave the COVID-19 pandemic for that experience, while also being available via a premiere access fee on Disney+
Black Widow Watch Party. Photo: Marvel
The Disney exclusive streaming service acted as an opportunity for Disney and Marvel to capitalize on the audience that very much wanted the film, was willing to pay to see it but wasn’t willing to risk their own health.
What seemed like a good compromise, ended up with disastrous consequences for the studio, as it turns out that the MCU and Black Widow lost a ridiculous amount of money due to the pirating of the film.
Natasha staring into the face of oblivion. Photo: Marvel Studios
Reported by Deadline in their recent exploration into 2021’s dual distribution streaming/ theatrical release numbers found that the solo film was pirated over 20 Million times; with would roughly equate to around $600 Million dollars lost by the studio.
That is why Marvel will never make the Black Widow mistake again…
Photo: Marvel Studios
Compounding this with the unfortunate near decimation of the collaborative relationship with long-time Marvel actress Scarlet Johansson, and we begin to understand just why the situation got so messy.
Not only were Disney and Marvel venturing into uncharted territory with their dual distribution method, but they were navigating tremendous financial loss they had no way to combat and pressure from the film’s star and executive producer that was not being properly compensated.
Host Vick Hope and Florence Pugh are joined by Scarlett Johansson on stage at Marvel Studios’ “Black Widow” world premier fan event at Cineworld Leicester Square on June 29, 2021 in London, England.
All of this established the perfect storm that Disney should never engage with again; and one that certainly feels impossible, with their continued commitment to reestablishing the theatrical release model as their primary means of distribution.
