Disney’s release of the live-action remake of Mulan sent Disney+ mobile app to 674,000 downloads worldwide during its premiere weekend Friday, Sept. 4 through Sunday, Sept. 6. Apptopia reports that 400,000 of those downloads were within the U.S. Mulan skipped its original plan for a theatrical release, instead heading straight for the streaming service with an additional price tag of $29.99 along with a Disney+ subscription.
While the film drove a spike in app downloads, Mulan didn’t outperform the impact Disney’s release of Hamilton had on the streaming service. Apptopia reports the broadway spectacle brought in 458,000 new users in the U.S. and more than 780,000 worldwide. Take note that these numbers only reflect mobile app downloads, and don’t account for viewers watching on Smart TVs or web browsers. The data is still accurate at representing an overall trend in Mulan’s success.
Coming off the premiere weekend, Sensor Tower reports Mulan drove Disney+ app installs up by 68% compared to the previous week, and consumer spending within the app grew 193%. The release of Hamilton bumped app installs up 70% over the weekend of its release from July 3 to July 5.
No doubt Disney+ will continue to release special projects and films on the platform that will continue to create a boost in viewership, and find new ways to make money off them as well. Disney+ discontinued its free trial offer just ahead of the Hamilton release knowing many people would use the trial just to watch the popular Broadway performance. With Mulan, the “Premiere Access” price of $29.99 helped ease the loss of missing out on a theatrical release.
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