GIRL POWER! Specifically, “SUPERGIRL POWER!” You know, the kind you don’t have.

Mulan 2020: The Epic Story of How Disney Doesn’t Understand Their Fans

I have fallen down a fascinating rabbit hole: Chinese and Chinese Descent YouTubers reviewing the 2020 Live Action Mulan. “If Mulan doesn’t work in China, we have a problem,” quipped Alan F. Horn, co-chairman of Disney Studios. Horn is presumably off eating his hat somewhere because Disney’s got a BIG problem: a $170 million dollar problem. What is so fascinating about these reviews is the consensus of the problems in the film, many of which are refreshingly unlike the splashy special effects, minimal character development, and dazzling big budget action Westerners have been told Chinese audiences value in films.

China is the #2 biggest market for Hollywood films, right after North America and Europe. Plenty of critics have accused the major studios of “pandering” to Chinese audiences, such as making LGBTQ character scenes easily removeable, including Chinese actors, or cutting romantic scenes. I can’t say if those critiques are accurate and, frankly, I think they’re just as likely to be pandering to particular segments of the Western audience. There seems to be much speculation of why franchises like Transformers or Marvel have done so well in China, with the Hollywood business types eyeing even bigger returns. Mulan was supposed to rule over the Chinese box office. Instead it failed spectacularly.

Mulan is not of particular interest to me. I am not Chinese, nor of Asian descent, nor have I seen the 2020 Mulan. In fact, I’ve only seen the animated version once, way back when it was released in theaters. But movie making generally is of great importance to me and it’s clear from these reviews that Disney failed to see what audiences loved about the animated Mulan and the Mulan of legend.

What’s so remarkable about these Mulan reviews is the number of repeated concerns and criticisms and the obvious caliber of the reviewers. I’m not overly impressed by a negative review of a YouTuber who reviews every big film that comes out, but people who created channels or deliberately broke away from their personal YouTube brand because they had to express how Mulan made them feel? Those are reactions worth hearing. Here are the top issues most of the Chinese or Chinese descent YouTubers had about 2020 Mulan:

All in all, it appears Disney took a hard fail in understanding what it was that the audience likes about the story of Mulan. This is surprising because a juggernaut like Disney absolutely has the time and money to create as many focus groups as they want and they clearly understood the size of the potential audience and the box office returns. In many ways, 2020 Mulan feels like the same sort of thinking that is present in the modern Star Wars movies. Disney executives assumed that they knew what it was that audiences liked and created a film like a science experience in a lab: add in some action, epic battle scenes, girl power, attractive actors, special effects and POOF! A blockbuster is made. Except it wasn’t. Like many things built by formula, the result is missing the human elements, care, and love of the material that are the real elements in films to which people respond. I really hope Disney will learn some lessons from this mistake, and hopefully they learn the right ones this time.

Maybe I’m overthinking this.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store