According to Variety, the film had a disappointing debut, earning only USD 47 million in North America and USD 52 million in international markets. This is set against a production budget of approximately USD 250 million and marketing costs of about USD 120 million. Once dominating the box office with live-action adaptations for over a decade, Disney's multi-billion dollar formula is now under scrutiny from industry experts.
Experts suggest the issue isn't audience fatigue with Disney's live-action films, but rather that 'Moana' hasn't established enough distance to evoke a sense of nostalgia. Just 10 years after the first installment and two years since 'Moana 2', many consider the story too familiar to pay for another cinema viewing.
Trailer for the new "Moana" film, released domestically on 10/7. The film is suitable for viewers under 13 with parental guidance. Video: Disney Vietnam
Jeff Bock, an analyst at Exhibitor Relations, stated that the problem isn't necessarily audience aversion to the live-action genre, but rather a current lack of desire to revisit Moana's story. David A. Gross, head of consulting firm FranchiseRe, shares this view, attributing the cause to timing. He believes a brand needs sufficient time to become a classic, rather than relying solely on the original's commercial success.
FranchiseRe statistics show Disney typically waits an average of 27 years before remaking an animated film. This interval helped 'Beauty and the Beast', 'The Lion King', and 'Aladdin' surpass the USD one billion mark globally. By then, the original audience had grown up, and a younger generation had the chance to discover the brand. Most recently, the live-action 'Lilo & Stitch' – adapted from the 2002 animated film – exceeded USD one billion globally.
Moana's failure also highlights a new challenge in Disney's remake strategy. After a long period of remaking classics, the studio has fewer brands left to adapt. Consequently, Disney is turning to animated films released in the 21st century. However, instead of refreshing the story, the film reiterates the content of the 2016 animated version.
On Rotten Tomatoes, the film received a 32% "rotten" score from 165 reviews. Critics noted many scenes, camera angles, and dialogues mirrored the original. Visual effects also drew criticism for lacking realism, with excessive use of green screen and computer-generated imagery. Catherine Laga'aia's performance received praise, while Dwayne Johnson (The Rock) was deemed less charismatic.
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Actress Catherine Laga'aia in the lead role of "Moana". Photo: Walt Disney Studios
Another disadvantage was its release timing, as the film competed with 'Toy Story 5' and 'Minions & Monsters', and lost most of its IMAX premium format screenings when 'The Odyssey' premiered. If box office revenue doesn't improve in the coming weeks, the project faces significant losses due to its high production cost, requiring approximately USD 600 million globally to break even.
The live-action 'Moana' was directed by Thomas Kail, with Auli'i Cravalho and Lin-Manuel Miranda – key figures behind the animated version's success – involved in production. The story follows Moana's journey from Motunui island, across the ocean, to find the demigod Maui and restore the heart of the earth goddess Te Fiti, saving her homeland from destruction.
Since the original's release, the brand has sold over 22 million toy products and featured in more than 40 Disney parks worldwide. Soundtrack songs on online platforms have amassed approximately 26 billion streams, generating substantial profit for Disney.
Despite the film's unfavorable reception, the studio is maintaining its remake strategy, currently filming live-action 'Tangled', followed by 'Frozen'. Variety sources indicate Disney is also prioritizing the development of a 'Lilo & Stitch' sequel and several spin-off projects.
Cat Tien (according to Variety)
