In a surprising move, Disney is giving Rachel Zegler’s ‘Snow White’ a new chance at the box office by re-releasing the film in more than 1,200 theaters nationwide this weekend. Despite recent confirmation from Disney that ‘Snow White’ failed to meet expectations, the decision comes as the movie was about to end its domestic run, having been shown in just 310 theaters. The re-release coincides with Mother’s Day weekend, aiming to attract a broader audience, especially younger girls who may have missed the initial release.
The Rachel Zegler-led remake struggled during its initial release, with a domestic box office take of $86 million, $116.3 million from international markets, and a worldwide total of $202.4 million. This is a substantial shortfall, considering the production budget was reported to be over $300 million. Disney’s own quarterly investor report, released on Wednesday, fully acknowledged the poor financial performance, officially naming ‘Snow White’ a flop alongside Marvel’s Captain America: Brave New World.
Rachel Zegler’s return to cinemas is part of Disney’s apparent strategy to revitalize audience engagement after Marvel’s recent titles, such as ‘Thunderbolts’ and ‘The Marvels,’ faced lackluster responses, particularly with female audiences. Industry analysts suggest that Disney is intentionally placing ‘Snow White’ back in theaters to catch the attention of girls and families who didn’t initially attend. The timing is no accident, as the re-release aligns directly with a key family-oriented holiday, which may improve attendance.
Marc Webb directed ‘Snow White,’ with Rachel Zegler in the lead and Gal Gadot also starring. Complicating matters, Disney recently canceled a planned theatrical re-release of ‘Star Wars: Revenge of the Sith’ for Star Wars Day, reportedly in favor of focusing on Marvel’s schedule, now rebranded as New Avengers. In contrast, the recent 20th anniversary ‘Star Wars’ re-release earned over $55 million globally.
The re-release of Rachel Zegler’s film precedes its availability on digital platforms, starting Tuesday, May 13, with 4K Ultra HD, Blu-ray, and DVD releases set for June 24. As industry observers watch closely, this decision reflects the company’s urgent desire to recover from box office losses, but whether Rachel Zegler’s ‘Snow White’ will find renewed success remains uncertain.
