EXCLUSIVE: In its first 24 hours after its fall on February 17, the trailer for Disney’s live-action film Cruella about the famous 101 Dalmatians villain drew a very notable 71 million views per source.
That’s a very exceptional number for a trailer that drops during the pandemic, even beating the 24-hour trailer viewing figures from theatrical releases before Covid. Maleficent: mistress of evil (61.7M) and Will Smith-Guy Ritchie hit Aladdin (60.8 M).
True, CruellaDisney traffic is far from Disney traffic Lion King trailer which posted an impressive first day record of 224 million global views after dropping on Thanksgiving Day 2018. MulanThe first teaser for the trailer came out in early July 2019 and also had 175 million views on day one, but again, it was a different time for films before the coronavirus.
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That said, in the world of demented 24-hour social media news from Covid, the volume of social conversations was huge for Cruella at 265K mentions surpassing both Aladdin (228K) and The beauty and the Beast (154K) who have benefited from the social footprint of Smith and Emma Watson respectively.
Cruella is currently dated to open May 28 in theaters. Deadline first learned that the film was going to make Disney +, however, during Disney Investor Day the studio did not include it as a feature to transition to the streaming service. On March 5, Disney makes a theatrical release and Disney + PVOD on the same day of Raya and the last dragon. It remains to be seen whether the studio will emulate the same type of distribution strategy with Cruella. There is intense speculation given that Los Angeles and New York are not yet open that Disney will move Marvel’s theatrical release. Black Widow its opening date on May 7.
Directed by Craig Gillespie and starring Oscar winner Emma Stone in the title role, Cruella takes place in the 1970s in London in the midst of the punk rock revolution. The photo follows a young grifter named Estella, a smart and creative girl determined to make a name for herself with her designs. She befriends a pair of young thieves who appreciate her appetite for evil, and together they are able to build a life for themselves on the streets of London. One day, Estella’s flair for fashion caught the attention of Baroness von Hellman, a devastatingly chic and terribly high fashion legend, played by two-time Oscar winner Emma Thompson. But their relationship sets off a course of events and revelations that will cause Estella to embrace her wicked side and become the boisterous, fashionable, revengeful Cruella.
Dana Fox and GreatTony McNamara wrote the screenplay for a story by Aline Brosh McKenna and Kelly Marcel and Steve Zissis. Cruella was produced by Andrew Gunn, Marc Platt and Kristin Burr, with Stone, Michelle Wright, Jared LeBoff and Glenn Close as an EP.
Recently, Disney’s Super Bowl trailer for its streaming series The Falcon and the Winter Soldier released 125 million in its first 24 hours, which is a record for a streaming series.