The lack of promotion and poor marketing efforts by Disney for Mufasa: The Lion King have left many fans bewildered. Compared to Jon Favreau’s live-action adaptation of the franchise’s 1994 animated classic, The Lion King (2019), the promotional strategy for Barry Jenkins’ upcoming project feels minimal. It seems the conglomerate has adopted a more cautious approach to theatrical releases, likely due to several of its big-budget projects underperforming at the box office in recent years. Whatever the case, Mufasa needs a larger-scale promotional push than it has received so far.
A similar trend is evident in the marketing strategy for Moana 2, which has earned $13.8 million during Thanksgiving weekend box office previews, surpassing Inside Out 2 ($13 million).
It appears Disney is leaning heavily on the global appeal, nostalgia, and fan love for its established franchises. The first Moana film was a commercial sensation, grossing over $687 million worldwide and receiving critical acclaim. As a result, the hype surrounding its sequel remains sky-high, despite its mixed critical reception. According to Deadline, Moana 2 is projected to open with $105–115 million in its first weekend.
The trailers for Mufasa: The Lion King are reportedly being shown before Moana 2 screenings in theaters, which is a positive step but still insufficient. Relying solely on the The Lion King franchise’s nostalgia and fan love is not a wise strategy for Disney.
What exacerbates the situation is the potential competition from Sonic the Hedgehog 3, which, according to Deadline, may outperform Mufasa during the December 20–22 weekend. Projections suggest Sonic 3 could earn over $55 million (US and Canada) in that period, surpassing Mufasa: The Lion King’s estimated $50 million. Moreover, Sonic 3 likely has a lower production budget, meaning the Keanu Reeves and Jim Carrey starrer doesn’t have anything to lose, while the stakes are just too damn high for Barry Jenkins’ upcoming film.
Of course, marketing and promotions alone are not enough; the quality of a movie also resonates with audiences. Mufasa: The Lion King must surpass the critical and audience reception of Jon Favreau’s 2019 adaptation to ensure its financial and critical success. Now that Moana 2 has hit theaters globally, Mufasa requires a large-scale promotional campaign to strengthen its chances of excelling at the box office. Stay tuned for further updates.