Disney's Star Wars film tops digital charts despite box office struggle

Disney's Star Wars film, ‘The Mandalorian and Grogu’, has seen mixed results following its theatrical release. While the film underperformed at the global box office, earning approximately $345.1 million against a $165 million budget, it reached the number one spot on the DEG Digital Entertainment Group’s top 10 digital sales and rentals chart for the week ending August 16.

Disney CEO Josh D'Amaro addressed the underwhelming theatrical performance of the film and the live-action ‘Moana’ (Vaiana) during a recent earnings call. D'Amaro noted that even when franchise films do not meet box office expectations, investments in core brands drive growth in other sectors, such as retail sales for the ‘Star Wars’ franchise and increased attendance at theme park attractions like the Millennium Falcon ride.