Pixar’s latest offering ‘Elemental’ looked doomed after a disastrous opening weekend, but the unlikely romance film has defied expectations to deliver a major comeback story. Against all odds, ‘Elemental’ has officially passed ‘Encanto’ to become Disney’s highest grossing animated film since the pandemic began.
When ‘Elemental’ stumbled out of the gates, it seemed poised to join a long line of Disney and Pixar titles that struggled mightily in the post-COVID theatrical marketplace. Films like ‘Raya and the Last Dragon,’ ‘Lightyear,’ and ‘Strange World‘ all cratered at the box office despite massive marketing pushes. But ‘Elemental’ is proving that original animated films can still succeed in theaters.
The touching story of fire elemental Ember (Leah Lewis) and water elemental Wade (Mamoudou Athie) overcoming their differences to fall in love has won over audiences through strong word of mouth. After initially targeting families, Disney expanded its marketing to highlight the film’s crossover appeal. The relatable themes of acceptance and understanding in divisive times have struck a chord with a wide range of demographics.
While it may not reach the merchandising heights of ‘Encanto,’ ‘Elemental’ has remarkably outearned that musical phenomenon at the box office. ‘Encanto’ grossed $96 million domestic and $256 million worldwide during the heart of the pandemic. ‘Elemental’ has now topped both of those totals, bringing in over $110 million domestically and crossing $260 million globally.
Several factors have contributed to ‘Elemental’ finding its legs after a lackluster start:
Smart Timing – By occupying mid-summer with little family competition, ‘Elemental’ had breathing room to build an audience. Other animated titles were crowded into more competitive frames.
Word of Mouth – Though reviews were mixed, audiences have rallied behind the central romance and themes of unity. Positive chatter has steadily driven more viewers.
Comforting Story – ‘Elemental’ returns to Pixar’s sweet spot of emotional storytelling about finding common ground. After some more out-there efforts, this classic formula clicked.
Staying Power – As one of the only sustained family options in theaters, ‘Elemental’ has had rare kid-movie longevity. Its week-to-week declines are miniscule compared to similar titles.
Relatability – A story about accepting differences resonates in an era of polarization. ‘Elemental’ feels timely and universal.
Ember and Wade‘s journey in ‘Elemental’ has connected with moviegoers in a way recent Disney and Pixar films haven’t. It joins ‘Top Gun: Maverick’ as a surprising underdog success story in the aftermath of COVID-19’s disruption of theatrical norms. Now all eyes turn to ‘Wish,’ another original animated gamble from Disney arriving this November. If ‘Elemental’ is any indication, the magic may be returning for Disney animation just when they need it most.
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