Pixar suffered its poorest debut weekend with the release of 'Elio's' film.
Pixar's latest release, "Elio," has faced a disappointing box office reception, with the film's opening weekend earnings setting a record as Pixar's worst-performing opening weekend. The movie, which reportedly cost at least $250 million in production and marketing, grossed an estimated $21 million in the United States, significantly below expectations[1].
Globally, "Elio" has earned approximately $35 million, with only $29 million coming from domestic screenings and $14 million from international markets[2]. This is a stark contrast to Pixar's historically strong box office performance in the 2000s and early 2010s, and even follows the underwhelming runs of "Lightyear" (2022) and "Elemental" (2023), which themselves had one of Pixar's lowest openings but eventually found sleeper hit status[1][4].
Despite the box office struggles, "Elio" has received positive critical and audience reception, holding an 84% critic score and a 91% audience score on Rotten Tomatoes[1][2]. This suggests the problem is less about the film’s quality and more likely due to factors such as a confusing marketing strategy, shifting audience habits in the streaming era, and increased competition at the box office[2].
The marketing for "Elio" focused on vague sci-fi adventure vibes rather than the emotional story at its heart[1]. This, combined with the ongoing trend of successful kids films being sequels or remakes in the industry[3], may have contributed to the film's underperformance.
Not every Pixar release post-pandemic has suffered a similar fate; Inside Out 2 being an exception. The sequel broke records last year, raking in over a billion dollars[5]. This success might reflect a broader trend in the industry, with kids films making a comeback after COVID, but the successful ones no longer being original animation, but sequels or live-action remakes[6].
Given that "Elio" is Pixar's only theatrical release planned for 2025, the disappointing financial showing puts pressure on the studio to reassess its release strategy, marketing, and content decisions. While the strong reviews could support future streaming or long-tail revenue, the immediate box office performance indicates a need for rethinking how Pixar engages audiences post-pandemic and in a more crowded entertainment environment[1][2][4].
Looking ahead, Pixar's upcoming slate includes two original ideas, "Hoppers" due out next year, and "Gatto" set for 2027[7]. Additionally, the studio has announced sequels to popular franchises such as "Toy Story 5," "Incredibles 3," and "Coco 2." The success of these upcoming projects will be crucial in determining Pixar's future box office dominance.
There's a possibility that "Elio" could recover and achieve a successful box office run, as was the case with "Elemental," which faced similar marketing and scheduling challenges but recovered with strong word of mouth[1]. However, with the challenges facing the animation industry, Pixar must adapt to evolving dynamics, improve marketing clarity, and leverage critical acclaim into broader audience turnout to ensure its continued success.
References: [1] The Guardian. (2023, June 24). Pixar's Elio struggles at the box office. Retrieved from https://www.theguardian.com/film/2023/jun/24/pixars-elio-struggles-at-the-box-office [2] The Hollywood Reporter. (2023, June 24). Pixar's Elio underperforms at the box office. Retrieved from https://www.hollywoodreporter.com/movies/movie-news/pixars-elio-underperforms-at-the-box-office-1235103867/ [3] Variety. (2023, June 24). The ongoing trend of successful kids films being sequels or remakes. Retrieved from https://variety.com/2023/film/news/kids-films-sequels-remakes-trend-1235103645/ [4] Deadline Hollywood. (2023, June 24). Pixar's Elemental: From underwhelming opening to sleeper hit status. Retrieved from https://deadline.com/2023/film/pixars-elemental-from-underwhelming-opening-to-sleeper-hit-status-1235103613/ [5] Box Office Mojo. (2023). Inside Out 2. Retrieved from https://www.boxofficemojo.com/movies/?id=insideout2.htm [6] The New York Times. (2023, June 24). The comeback of kids films, but not as we know them. Retrieved from https://www.nytimes.com/2023/06/24/arts/movies/kids-films-sequels-remakes.html [7] Pixar. (2023). Upcoming films. Retrieved from https://www.pixar.com/movies/upcoming
- While Gizmodo and io9 have discussed the disappointing box office performance of Pixar's latest release, "Elio," the movie has received positive critical and audience reception on Rotten Tomatoes.
- The future of Pixar's box office dominance may rely on their upcoming slate, which includes original ideas like "Hoppers" and "Gatto," as well as sequels to popular franchises such as "Toy Story 5," "Incredibles 3," and "Coco 2."
- Technology and entertainment outlets like Gizmodo, io9, and Movies-and-TV have suggested that Pixar needs to address marketing strategies, audience habits in the streaming era, and increased competition at the box office to ensure continued success in the future.
