“Cruella” premiered in theaters and on Disney+ Premier Access over the holiday weekend. The live-action 101 Dalmations spinoff tells the backstory of one of Disney’s most iconic villains. Disney does not report its streaming numbers to the public, however, according to Samba TV, the film drew in 686,000 households in the United States over the four-day Memorial Day holiday weekend. That number is 39% less than the four-day Labor Day number for Disney’s Mulan which also premiered on Disney+ Premier Access. That live-action film pulled in 1.12 million U.S. households over Sept. 4-7, 2020, however, it did not release in U.S. theaters due to the pandemic
In addition to the streaming numbers, reports show that “Cruella” grossed $27 million at the domestic box office over the Memorial Day weekend. Add the estimated $20.57 million the film made via Premier Access and the film has made $47 million domestically. The movie made an additional total of $16.1 million in 29 international territories, bringing the global tally to $65 million. “Cruella” will open in China on June 6 which will help boost these numbers.
According to Deadline, Samba TV only measures viewership (of at least 5 minutes) in SmartTV terrestrial TVs with a panel size of 3 million U.S. households. Even though the numbers don’t tell the entire story of Cruella‘s total number of viewers, including mobile and online, Samba TV is one of the few metrics firms out there monitoring streaming viewership.
A Disney spokesperson told Deadline the following about how well “Cruella” did this past weekend: “Memorial Day weekend marked the first time consumers have had substantial choice in movie viewing since the onset of the pandemic. Cruella’s strong combined showing in theaters around the world and on Disney+ with Premier Access illustrates that flexibility at this time is critical and that the overall demand for great content is strong.”
Other films in Disney’s pipeline that are scheduled to release in theaters and on Disney+ Premier Access include Marvel’s Black Widow which releases July 9th and Jungle Cruise which releases July 30th.