Disney’s ‘Star Wars: The Mandalorian and Grogu’ tallies lowest Thursday preview sales in franchise history

Disney's 'Star Wars: The Mandalorian and Grogu' tallies lowest Thursday preview sales in franchise history

• Disney's "Star Wars: The Mandalorian and Grogu" tallied $12 million in Thursday night previews, the lowest collection of advanced tickets in franchise history.
• Conservative estimates from box office analysts project the film to generate around $80 million for its three-day opening weekend and around $95 million for the four-day Memorial Day holiday weekend.
• Disney will benefit from a robust consumer products launch in addition to ticket sales during the film's run.

"Star Wars" returns to the big screen for the first time in seven years this weekend, riding the contrails of a Mandalorian's jetpack.

Disney's "Star Wars: The Mandalorian and Grogu" tallied $12 million in Thursday night preview sales, the lowest collection of advanced tickets in the franchise's history, according to data from Comscore. "Solo: A Star Wars Story" was the previous low bar with $14.1 million in preshow tickets back in 2018.

Box office analysts expect the film based on the hit Disney+ show "The Mandalorian" to generate around $80 million for its three-day opening weekend and around $95 million for the four-day Memorial Day holiday weekend. Some less conservative experts have estimated the three-day haul could be $95 million and the holiday weekend could draw $115 million.

That would be one of the smallest openings of a "Star Wars film in modern cinematic history. "Solo" captured $84.4 million during its opening eight years ago. Since 2015, only "Solo" has opened to less than $100 million domestically, Comscore data show.

"The Mandalorian and Grogu" will likely benefit from the popularity of the television show, the long Memorial Day weekend and limited competition from new titles, especially on premium large format screens.

It will also act as a stress test for future "Star Wars" theatrical releases amid a lackluster cinema run for "Star Wars" and Marvel, the tentpole franchises that helped Disney dominate the global box office in the 2010s. The studio has "Starfighter" arriving in cinemas in 2027 starring Ryan Gosling and directed by Shawn Levy.

New "Star Wars" titles have been absent from cinemas since 2019's "The Rise of Skywalker." The final film in the Skywalker Saga and third film in what has become known as the sequel trilogy generated more than $1 billion, but was widely panned by critics and fans. Disney and its Lucasfilm studio paused theatrical productions in favor of reestablishing the franchise on streaming service Disney+.

"The Mandalorian," which premiered just a month before "The Rise of Skywalker," was a runaway hit for the company and inspired a number of live-action Star Wars projects to get a series run instead of a theatrical one. These include "Andor," "Obi-Wan Kenobi," "Ahsoka," "Skeleton Crew," "The Acolyte" and "The Book of Boba Fett."

Lucasfilm tapped director Jon Favreau, who worked alongside the newly minted head of the studio Dave Filoni to bring "The Mandalorian" to Disney+, to helm "The Mandalorian and Grogu." The feature film had a slightly smaller budget than typical Star Wars films, with the cost of production estimated to be around $165 million. Other "Star Wars" projects released theatrically in the previous decade had production budgets of $250 million or higher, according to data from The Numbers.

This means that "The Mandalorian and Grogu" has a smaller profitability threshold than previous titles from the franchise. Of course, those production budgets do not include marketing spending.

For parent company Disney, it's not just about the box office numbers. The film has a robust consumer products launch tied to its release.

The "Star Wars" franchise has consistently been a strong seller at retail even without a theatrical release. So having new products across a variety of categories and brands could be a big boon for the company — especially after the character Grogu, known as "Baby Yoda," was a runaway hit with fans.

Notably, following the 2015 release of "Star Wars: The Force Awakens," the first of Lucasfilm's latest "Star Wars" trilogy, Hasbro alone saw sales of "Star Wars" products reach nearly $500 million.

Not to mention, Disney is already doing tie-ins at its theme park locations, including specialized merchandise and a revamp of its Smugglers Run ride featuring Grogu.

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