Mulan, Tenet and Tough Times for Hollywood

Ever since the advent of TV the Hollywood movie studios have struggled to keep people buying movie tickets. Measured in per capita terms, American movie admissions fell from thirty a year in the 1940s and 1950s to about four by the end of the 1960s (an astonishing 87 percent drop). Of course the figure stabilized at that lower level, Hollywood managing to keep admissions at that level in the half century since--but not without increasing effort. Especially as edgier content became less plausible as a way of packing theaters (New Hollywood died, and between cable, the Internet and identity politics sex ceased to sell), bigger and bigger spectacle, backed by ever-more publicity, became the foundation of continued profitability, with single films now representing investments of a half billion dollars or more--and so only yielding an economically meaningful return if they can be a really big hit on a global scale rather than a merely national one. It has seemed to me that filmmaking has suffered for this, with the scale of the investment, and the needs of publicity, forcing studios to play it safer and safer, above all through ever more rigid adherence to the artistically suffocating requirements of "high concept," and even that in fewer and fewer ways. Indeed, writing the last chapter of the second edition of Star Wars in Context it seemed to me that the decline of that kind of filmmaking was well advanced, and maybe the end of the theatrical feature film as we know it along with it.

That book came out back in the summer of 2018. Like everyone else I did not imagine how in two years the movie industry would be virtually shut down by a global pandemic. And now it appears the studio executives are floundering, to go by the desperation of which their latest moves smack.

I recall how when the pandemic first hit and they started releasing material direct-to-streaming they were only willing to let the small stuff bypass theaters, while sitting on the really big investments. Thus Disney let its adaptation of Artemis Fowl go to streaming--while holding on to Mulan. Still, they have gone on waiting longer than they planned, because the situation still did not improve. Certainly going by the number of officially recorded daily infections August was no better than June, while given the fight over reopening schools one could hardly imagine people were eager to rush into theaters. And so for no clear reason save impatience there was talk of the theaters reopening for business in late August, with Warner Brothers rushing Christopher Nolan's Tenet to theaters, where it seems to have now performed even below their lowered expectations, an outcome at which "everyone" pretended to be surprised. (Or perhaps didn't pretend? One should be careful to not give them more credit than they deserve, which is, at best, very little credit.) Disney, more pragmatically, sent Mulan to streaming--perhaps not so pragmatically with a $30 fee on top of the cost of a Disney Plus subscription. The result appears similarly underwhelming.

And now we are hearing of a new round of delays, with perhaps the most striking the second bumping (by Warner Brothers again) of the release date of Wonder Woman 1984 from early October to Christmas Day, with Jordan Peele's remake of Candyman doing the same.

The really big movies rescheduled from early summer to November still seem to be slated for November--Black Widow and No Time to Die each still due out then (interestingly, even though there was word of No Time to Die delaying all the way to the summer of 2021 back in July). The studios are clearly resisting a second rescheduling. But what has already happened with October is not promising, and unless things get very much better very quickly (and again, I suspect that even if the virus were somehow brought under control it would take time before people are comfortable going to the theater again; and there is that economic downturn making people more careful with money, why does everyone forget that?) it is hard to picture them simply accepting their investment going the way Tenet appears to be doing. Especially given that Black Widow's release date is, at the moment, scarcely seven weeks away, my guess is that another bump is in store for that franchise--and for James Bond as well.

NOTE: This post was originally written in mid-September. The second delay of both Black Widow and No Time to Die has, of course, already happened. You can read my post about the latter event here.