Yesterday’s announcement by Disney of not just the box-office numbers but Disney+ Premier Access revenue for the opening weekend of Marvel Studios’ “Black Widow” has sent shockwaves throughout the industry.
This marked the first time the Mouse House has revealed such numbers and only the second time any premium video-on-demand (PVOD) title has released figures – the other being over a year ago when NBCUniversal chief Jeff Shell revealed “Trolls: World Tour” had earned more than $100 million.
Otherwise, revenue-generating viewership numbers have been kept under wraps by major studios who’ve staked claims in PVOD waters. The move now puts the pressure on to reveal such information going forward with other releases, lest it looks like the studio is trying to hide a flop.
The “Black Widow” results meanwhile are being thoroughly analysed. At $30 for the premier access fee, it would appear just over 2 million of the 103 million global subscribers of Disney+ forked over extra to watch “Black Widow” on opening weekend.
Disney had indicated that the majority of those who did were U.S. based, a claim that has been seemingly verified by third-party analytics firm Samba Analytics. They revealed that approximately 1.1 million of their sample of 3 million users tuned into “Black Widow” over the weekend.
Kelly Day, who overseas the Paramount+ service, says the numbers show that continued experimentation with theatrical windows is going to happen. She tells Deadline at Cannes: “The success this weekend of Black Widow on both the theatrical and on the streaming side speaks to not only the complexity of navigating these windows but also the opportunity. There is still an incredible opportunity for people who want to sit in the movie theater and have that experience, but also