Black Widow opened to big numbers last weekend, with Disney touting high box office figures and an impressive haul from Disney+'s $29.99 Premier Access service. However, NATO (National Association of Theatre Owners) has now issued a statement making their unhappiness clear.
This was to be expected, especially when they have a vested financial interest in keeping theaters open and as profitable as possible. However, after a major 69% decline in box office takings this weekend, the organisation argues that "Despite assertions that this pandemic-era improvised release strategy was a success for Disney and the simultaneous release model, it demonstrates that an exclusive theatrical release means more revenue for all stakeholders in every cycle of the movie’s life."
"Piracy no doubt further affected Black Widow’s performance, and will affect its future performance in international markets where it has yet to open," they note, adding: "The many questions raised by Disney’s limited release of streaming data opening weekend are being rapidly answered by ‘Black Widow’s’ disappointing and anomalous performance. The most important answer is that simultaneous release is a pandemic-era artifact that should be left to history with the pandemic."
While it's true that piracy has been an issue for Black Widow, the pandemic is far from history no matter what NATO would like to think. The Marvel Studios movie probably would have had a much larger opening and second weekend had it received an exclusive theatrical release, but many people remain uncomfortable at the prospect of heading to their local multiplex in the current climate.
In Los Angeles, the mask mandate has already been reinstated due to the Delta variant of COVID-19, so the more people watching movies at home could help stop theaters closing over the winter again!
We'll have to wait and see, but should have updated numbers for Black Widow shortly.