This year proved to be a particularly busy summer for movies and there were, unfortunately, some titles which surprisingly failed to live up to expectations.
The Flash was the first big flop, while many box office analysts are still scratching their heads over the disappointing performances of Indiana Jones and the Dial of Destiny and Mission: Impossible - Dead Reckoning Part One. However, while Barbie ultimately saved the day and established herself as the undisputed box office queen, one apparent "flop" managed to weather the storm and exceed expectations.
We are, of course, talking about Elemental. The movie was initially written off as a commercial failure after a dismal $29.6 million opening weekend in the U.S., only for it to pick up steam over the summer and eventually earn just shy of $500 million worldwide.
While still only a modest hit, it's by no means a flop and, according to The New York Times, the movie has garnered more views on Disney+ than movies like Guardians of the Galaxy Vol. 3 and The Little Mermaid in the same amount of time. Digital and Blu-ray sales are also expected to be strong.
Still, with Elemental and other recent Pixar titles - Lightyear, for example - falling well below the sort of $1 billion success the studio previously found on a consistent basis, many are wondering what's gone wrong.
Pete Docter, Pixar's chief creative officer, has a pretty good idea.
"I hope we can continue to be able to have budgets that allow our artists to do the best work of their lives," he says. "There has been an overall shift in viewing habits as a result of the pandemic, but it’s also specific to Disney+. We’ve told people, 'Hey, all of this is going to be available to you on Disney+!'"
That's obviously a reference to former Disney CEO Bob Chapek's decision to send movies like Soul, Turning Red, and Luca straight to streaming during the pandemic. The impression has now been created that Pixar titles aren't a theatrical event and it's something the studio is looking to change. Elemental is a good start.
"I always felt that ‘Elemental’ would speak to a lot of people, and I’m so happy it has," Docter adds. "But we have also taken another look at the projects we’re working on now. What are the kinds of films we want to be making? I really think I want to double down on what allowed us to speak to audiences to begin with."
Elemental introduces Ember, a tough, quick-witted and fiery young woman, whose friendship with a fun, sappy, go-with-the-flow guy named Wade challenges her beliefs about the world they live in.
Directed by Peter Sohn, and featuring the voices of Leah Lewis and Mamoudou Athie as Ember and Wade, respectively, Elemental is still playing in theaters.