There aren’t a whole lot of films that could open to over $100 million at the box office and legitimately be considered a major disappointment. Those pictures generally belong in the Marvel Cinematic Universe or other massive franchises. For instance, if next month’s Jurassic World: Fallen Kingdom only makes that figure, that would be bad news for Universal Pictures and the series long-term viability.

Of course, there is no franchise bigger than that of Star Wars. Spanning over four decades and now on its 10th feature, there had yet to be a true example of an entry coming in well below expectations. Until now. Solo: A Star Wars Story, just a week ago or so, was projected to set the Memorial Day weekend record by outpacing the $139 million earned in 2007 by another Disney property, Pirates of the Caribbean: At World’s End.

It didn’t. Like… at all. The current four-day estimate (final numbers tomorrow) puts Solo at $103 million. I had pegged it at $151 million. Oops. That actually puts it at just #7 as far as the holiday goes. That’s not only behind Pirates, but after Indiana Jones and the Kingdom of the Crystal Skull, X–Men: The Last Stand, Fast & Furious 6, X–Men: Days of Future Past, and even The Hangover Part II. Ouch.

So the natural question… why? Predicting where the money earned by moviegoers at the box office is a tricky proposition… I try to estimate it every week. Sometimes I’m great at it and sometimes not (this would obviously be a case of the latter). Solo is the second stand-alone effort in the franchise behind 2016’s Rogue One: A Star Wars Story. While they’re not expected to make the coin that the official episodes take in, Rogue debuted to $155 million in three days just a year and a half ago.

This latest entry focuses on an iconic character that has more name recognition than all the people (with a notable exception or two) in Rogue One put together. Sure there’s backlash about an actor other than Harrison Ford playing him, but that wasn’t expected to spark a hugely worrisome backlash as far as box office numbers.

Could it be the reviews? That might be a bit of it. Solo stands at 70% on Rotten Tomatoes and that’s low for this franchise. Yet that rating isn’t terrible or anything. My own review used the word ambivalent for my overall reaction to it:

https://toddmthatcher.com/2018/05/27/solo-a-star-wars-story-movie-review/

And therein could lie the true key. Looking over the lengthy history of the series, Star Wars films have truly been Event Pictures. Ones that are breathlessly awaited and spawn endless speculation prior to their releases. The original trilogy saw three-year gaps between releases. It was then 16 years before the second and considerably less regarded trilogy arrived and they also saw three-year waits between servings. Those like me that remember the buildup to 1999’s The Phantom Menace (no matter how much it disappointed upon release) would argue it rivaled and probably exceeded that of The Force Awakens in 2015.

Since Disney took over the release reigns, we have been guaranteed a Star Wars pic a year. That tremendously dilutes the Event Picture status. Rogue One had the benefit of arriving a year after Force Awakens set every box office record. The Last Jedi didn’t match the grosses of Awakens… to the tune of $316 million less. That said, its $620 million haul is nothing to be too worried about.

Solo arriving only five months later and with so-so buzz left it as the least anticipated Star Wars experience to date. The barely nine figure gross out of the gate showed that audiences were a bit ambivalent about it.

Will that cause the Mouse Factory to rethink the release date pattern? It’s probably a good thing that Episode IX won’t be out until December 2019. The official episodes, by the way, will always have an anticipation factor that the stand-alone variety will not. And Disney might want to consider making those side projects feel a little more special or that ambivalence might continue to grow.