Pixar’s Box Office Comeback Reveals Disney’s Biggest Elemental Marketing Problem

Elemental‘s box office numbers have gained a tremendous amount of ground since the film’s lackluster debut, indicating that the problems upon its release were created by Disney’s poor marketing decisions. With a budget of $200 million, the Pixar movie appeared to be supremely ill-fated when its opening weekend sales made a mere $29.6 million (via Box Office Mojo). Elemental’s hole was dug even deeper as the bulk of media sites prematurely labeled the film a box office bomb and predicted it would struggle to shine among other summer movies like Spider-Man: Into the Spider-Verse and Transformers: Rise of the Beasts and Barbie.