Pixar needs original animated hits. They're much harder to come by at the box office
For decades, Pixar could hardly miss with its original animated films.
Whether the subject was toys, fish or a cantankerous old man, the Emeryville-based computer animation studio churned out hit after hit.
But since the COVID-19 pandemic, Pixar and other animation studios have struggled to break through at the box office with the same kinds of original movies that defined the industry. Instead, sequels such as 'Inside Out 2' have ruled the genre.
This weekend, Walt Disney Co.-owned Pixar will face its latest test with the release of 'Elio,' an original film about a young boy who seeks connection with aliens to make up for his loneliness on Earth.
The movie is currently tracking to bring in $18 million to $25 million in ticket sales from the U.S. and Canada during its opening weekend, according to box office analysis. (The film's reported budget is in the range of $150 million to $200 million.)
That would be considered a soft debut by Pixar standards, indicating the dilemma the animation business — and the movie industry writ large — faces with original content. While audiences often say they want to see new stories, box office ticket sales show they gravitate toward sequels, reboots and other familiar fare.
'You need to be launching new franchises to keep the pipeline fresh,' said Doug Creutz, senior media and entertainment analyst at TD Cowen. 'Since the pandemic ended, original animated films have just been getting killed at the box office ... no matter how good they are.'
Pixar executives, nonetheless, say they're committed to telling original stories, which are key to the future health of the industry.
'You wouldn't have Pixar without 'Toy Story,' our first original film 30 years ago!' Pixar Chief Creative Officer Pete Docter wrote in an emailed statement. 'And while we also love digging into new layers of familiar worlds and characters through our sequels, I'd say there's a unique thrill in unearthing a new story.'
Disney and Pixar's previous original movie 'Elemental' made just $29.6 million in its opening weekend in 2023, causing many in the industry to write it off as a flop, before strong word-of-mouth reviews propelled the film to a solid worldwide gross of $496 million.
Sister studio Walt Disney Animation Studios has also recently struggled with originals, including 2022's 'Strange World' and 2023's 'Wish.'
The pandemic had a major effect on theatrical attendance for animated films. At the onset, studios including Pixar put their new animated movies on streaming services to give families something to watch during the COVID-19 stay-at-home orders and keep people from spreading the disease.
Movies like 2020's 'Soul,' 2021's 'Luca' and 2022's 'Turning Red' were all sent straight to the Disney+ streaming service. Despite critical acclaim — winning an Academy Award for animated feature — 'Soul' grossed just $121.9 million in worldwide theatrical revenue.
Even when movie theaters started reopening, families were slow to return due to concerns about health and familiarity with watching movies at home, which dented animated films' box office potential. Pixar's 2022 'Toy Story' spinoff 'Lightyear' did poorly at the box office partially due to this timing, as well as quality issues, marketing challenges and right-wing backlash to an on-screen kiss between a same-sex couple.
Other studios, too, face challenges with originals.
Universal Pictures' 2023 original animated movie 'Migration' also saw a soft box office total. The same year, Universal grossed more than $1 billion from 'The Super Mario Bros. Movie,' based on the Nintendo game franchise.
Last year, Universal's 'The Wild Robot,' which is adapted from a 2016 children's book, debuted to strong reviews, but grossed $333 million in box office revenue, compared to the $492 million reaped by Paramount Pictures' 'Sonic the Hedgehog 3.'
Now family films are ruling the box office.
So far this summer, many of the films that have propelled the box office are family-friendly — Warner Bros. Pictures' 'A Minecraft Movie,' and live-action remakes 'Lilo & Stitch' from Disney and 'How to Train Your Dragon' from Universal.
Last year, Pixar's 'Inside Out 2' hauled in nearly $1.7 billion in global box office revenue last year, while Universal and Illumination Entertainment's 'Despicable Me 4' grossed $969.6 million worldwide and Disney's 'Moana 2' made $1 billion.
The common denominator among these films? They're all sequels, reboots or rely on known intellectual property.
But industry insiders and analysts say that simply focusing on new chapters of existing stories risks making the animation space stale.
'If you're trying to grow the business, you need new content, you need new franchises, you need new things for people to be excited about,' said Creutz of TD Cowen.
But beyond the box office, Pixar original films can get exposure — and drive business — through other parts of the Disney empire. Movies eventually debut on Disney+ and characters will show up on merchandise or in the theme parks, which can expand a film's reach.
'Pixar is in the long-term business,' said David A. Gross, who writes a movie industry newsletter. 'They want to create stories that last, and if that works in bringing back a sequel, great, but there is enormous value for streaming for these pictures, whatever they do in theatrical. There are a lot of revenue streams.'
Pixar intends to release three movies every two years, and the company's strategy is to make one original for every sequel, company sources said. For instance, 'Elio' was intended for release in 2024, but was delayed by the dual writers' and actors' strikes of 2023. Instead, it swapped with 'Inside Out 2' since sequels can be easier to move through the production process due to existing assets.
'Pixar was really instrumental in defining the look and the feel and the tone of computer-animated films,' said Christopher Holliday, a senior lecturer in liberal arts and visual cultures education at King's College London, who wrote a book about computer-animated films.
The company 'is now at one of those crossroads where they are trying to balance films that have an audience built into them,' Holliday said. 'And then they're also balancing their identity as a studio of innovation that is pushing the boundaries and the limits of computer animation.'
Next year, Pixar plans to release 'Toy Story 5' as well as an original film called 'Hoppers' about a new technology that allows humans and animals to communicate. In 2027, Pixar said it will debut 'Gatto,' an original movie about a cat with multiple lives.
'We think audiences love originals too,' Docter said. 'Sure, it might be a bit harder nowadays to break through all the noise out there, but if we do our jobs, and create something that people will love, we trust that audiences will show up.'
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