Part 8/12:
The Business and Pandemic Connection
Despite the underwhelming box office projections, Disney remains optimistic about Shang Chi's performance in terms of profit by emphasizing streaming revenue and international markets. Disney CEO Bob Chapek alluded to Shang Chi being used as a “data point” in Disney’s broader experiment with theatrical and streaming windows, with a 45-day theatrical window before available on Disney+.
However, Industry experts disagree, noting that the pandemic—particularly the Delta variant—may have irreparably affected movie attendance. Disney is expected to blame the pandemic for Shang Chi's underperformance, but insiders suggest that genuine disinterest is the core issue.