Analysts Name Reasons for Weak Start of "The Mandalorian and Grogu" Film
Social media research revealed a crisis of trust in the "Star Wars" brand from the audience.
"The Mandalorian and Grogu" had the worst start in "Star Wars" history under Disney's wing, grossing only $165 million during its first long weekend worldwide. Against this backdrop, analytical company RelishMix published a report on user activity in social networks, which explains the film's weak opening box office. Experts recorded a reach of 557.8 million users, but before the premiere on YouTube, TikTok, X/Twitter, and other platforms, there was a powerful stream of negative and skeptical comments.
According to researchers, a dangerous apathy towards the "Star Wars" brand is rapidly growing among fans, which is concerning for Disney. RelishMix notes that audience skepticism is loud and specific: viewers are tired of lore inconsistencies, abrupt tonal shifts, and lazy screenwriting. But the main complaint from potential viewers was that they were being sold an "extended TV episode" at the price of a movie ticket.
PostTrak surveys confirm this trend: about 39% of those who watched the film stated that next time they would prefer to wait for the release on Disney+.
Professional film critics also speak of problems. Film critic Damon Wise, in a review for Deadline, directly stated that the space franchise "is starting to show its age." In his opinion, the brand's modern projects are stuck between the legacy of the original films and prequels, and viewers increasingly want to see new faces:
"Go into any bar, on any street, in any city, on any planet — and you're bound to find a Star Wars fan who knows exactly what went wrong with the franchise and how to fix it. These people are tired of being in limbo between the original films and the prequels. They want to see more obscure characters, not the same old suspects. If you break down the picture, "The Mandalorian and Grogu" is just a spy version of Boba Fett, Jabba the Hutt, and Yoda in a teen drama style."
The situation is softened by the fact that ordinary viewers received the adventure noticeably warmer than critics: the audience rating on Rotten Tomatoes hovers around 89%. In addition, a relatively modest budget of $165 million allows for profitability even with weak box office receipts by franchise standards.
Disney also expects to make additional profit from the long tail of merchandise sales, toys, and updated attractions in theme parks. Nevertheless, analysts doubt that current revenues can justify launching a full-fledged sequel, and the brand, it seems, will have to urgently reconfigure.
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