案例库 · 产品与设计 · 产品决策 · 2019–2022
这条还没译成中文，下面是英文原文。
Lightyear: Pixar's $200M origin story lost $106M
Pixar's Buzz Lightyear origin film cost $200M, opened to $50.6M, grossed $226.4M worldwide — and Deadline counted a $106M net loss.
Pixar Animation Studios · 2022-06-17
怎么回事
Lightyear — Pixar's origin story for the Toy Story character Buzz Lightyear, directed by Angus MacLane — was the studio's first theatrical release since the pandemic, and a bet that Pixar's return to cinemas would reassert its box office power. It cost $200 million.
Released June 17, 2022, it opened to $50.6 million — Pixar's lowest theatrical opening in a decade — and grossed $226.4 million worldwide ($118.3 million domestically). Deadline's annual cost analysis calculated a net loss of $106 million, one of the biggest bombs of 2022.
The failure was cultural as much as financial: the film's same-sex kiss drew backlash in some markets and the marketing failed to explain that Lightyear was not a Toy Story movie — audiences stayed home for a Pixar film for the first time in the studio's history.
为什么会这样
- The film was neither a Toy Story movie nor an original: Lightyear's premise — the movie that inspired the toy — confused audiences.
- The marketing never resolved the confusion: trailers showed a space adventure, not a Toy Story connection, and the same-sex kiss controversy drew attention without drawing audiences.
- Pixar's return to theaters was out of step: audiences had spent two years watching Pixar films free on Disney+, and paying for a spin-off was a harder sell than the studio's brand assumed.
教训
A spin-off must know what it is: Lightyear was neither Toy Story nor an original, and audiences who could not tell the difference stayed home.
资料来源
- Deadline — The Biggest Box Office Bombs Of 2022: Deadline's Most Valuable Blockbuster Tournament
- Wikipedia — Lightyear (film)
发现哪里写错了？告诉我们。
类似的案例
这家公司栽倒的地方，别处有人漂亮地解开过。 第二意见 →
Comments · 0
登录 后就能评论。