Trolls World Tour Becomes a Digital Hit

Trolls World Tour Becomes a Digital Hit: DreamWorks Animation made waves by announcing that instead of postponing its film Trolls World Tour from its originally planned April 10 release, the company would continue to release it on that date. But with theaters around the world shuttered due to the ongoing pandemic, DreamWorks released the film on digital platforms on April 10.

Universal, which released Trolls World Tour alongside DreamWorks Animation, states that the movie had done ten times as much business as its previous record-holder on its first day. The specific numbers are unknown, but it is known that Universal’s old digital record for first-day sales was about $3 million for Jurassic World: Fallen Kingdom.

Trolls World Tour Becomes a Digital Hit
Trolls World Tour Becomes a Digital Hit

It is possible that Trolls World Tour could break the record set by Avengers: Endgame for the highest first-day gross on domestic platforms. That film grossed $30 million on its first day on digital platforms.

The new Trolls film topped multiple charts over the weekend. It was the top-selling film rental on Amazon, Apple, YouTube, Comcast, DirectTV, and FandangoNow.

When Will Official Reports Be Out?

The official reports on what Trolls World Tour grossed from its digital release will trickle in as individual platforms release their numbers. Many outlets provide weekly reports surrounding what they earn.

But the total number may take a while to be released. An example of this may be found in how long it took for Showtime to announce what it earned off of a pay-per-view boxing match between Floyd Mayweather and Conor McGregor in 2017. Showtime announced four months after the bout that it had a gross of $600 million.

There could be a potential for VOD releases to be tracked in the future based on how sales work. However, most digital and streaming platforms do not divulge information on the ratings or viewership they get unless there’s something a group wants to promote or flaunt. For instance, Netflix has been listing information on how its Tiger King documentary series has drawn in tens of millions of viewers in the last few weeks.

Part of a Larger Campaign

The release of the new Trolls movie was brought upon from how much marketing had gone into the movie before its release. There are many Trolls branded products available in various stores, although not all stores are open at this time. Trolls-related pieces have also aired on many NBC Universal networks. The marketing effort also started late last year, with there being a Trolls balloon at the Macy’s Thanksgiving Day Parade and a re-airing of the Trolls Holiday Special on television.

Will This Change Things?

It is unclear if the success of Trolls World Tour on VOD could impact future releases. Some studios have already moved from theatrical releases to digital. Disney moved its animated film Onward to its Disney Plus streaming service, and it will do the same for its upcoming Artemis Fowl movie. The David Batista-starring film My Spy will also go directly to Amazon Prime Video. Whether these will have digital releases outside those platforms is unknown.

Jothi Venkat

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