Friday, February 14, 2020
Who would plan for a public health crisis to damage a movie's box office? Disney didn't and the Wuhan coronavirus has delayed its showing of Mulan, a movie about a Chinese princess, in 70,000 theaters throughout China. It is one more lesson that upsets can come from anywhere and one must be prepared to handle them in the best way one can. Disney's marketing plans for China did not include illness nor should they. One has to expect some sense of normal conditions or planning becomes useless. The movie will show in China someday but not right away and its freshness might be gone by the time it does. Disney can only chalk up its results to an unprecedented event and move on.