The live-action remake of Disney’s classic film “The Little Mermaid” has become a box office success in the Philippines, despite underperforming in other Asian markets. The film has earned $5.8 million in the Southeast Asian country, surpassing other global hits like “The Super Mario Bros. Movie” and “Marvel’s Guardians of the Galaxy Vol 3.” The Philippines is considered a standout market for Disney, ranking as the third highest-grossing market for the film in Asia-Pacific.
In contrast, “The Little Mermaid” has faced challenges in China and South Korea. Racist backlash on social media regarding the casting of Black actress Halle Bailey as Ariel has affected the film’s performance in these markets. It has earned just $3.6 million in China and $5 million in South Korea, significantly less than what other Disney live-action remakes have grossed. The success of films like “The Jungle Book” and “The Lion King” in China, and “Aladdin” and “Beauty and the Beast” in South Korea, highlights the contrast.
However, in the Philippines, the film has been embraced by audiences. According to Disney’s svp of studio business in Asia Pacific, John Hsu, Filipino filmgoers loved Halle Bailey’s performance and embraced her as the new princess. Rance Pow, president of Artisan Gateway, attributes the film’s success in the Philippines to factors such as the country’s youthful demographics, nostalgia for the original Disney animation, and the deep love for music and singing in Filipino culture.
Despite initial concerns about the backlash in the US, “The Little Mermaid” has been performing well at the box office. It has earned over $257 million since its release and is projected to reach a domestic haul of $350 million, similar to “Aladdin’s” $355.6 million. The film’s success can be attributed to the effective campaign by Disney’s Philippines-based marketing team, which capitalized on the country’s increased internet usage post-COVID. They focused on social media platforms like TikTok, recruiting influencers to perform their own versions of Ariel’s songs and driving awareness and word-of-mouth promotion for the film.
The film’s popularity in the Philippines is evident through viral comedic posts created by Filipino TikTok influencers using the branded “Little Mermaid” effect created by Disney. Additionally, fans in the Manila area showed their enthusiasm by dressing up in mermaid and merman cosplay to attend special screenings of the film.
While “The Little Mermaid” may not reach the heights of other Disney live-action remakes released in the Philippines pre-COVID, such as “Aladdin” and “The Lion King,” its success in the country is a positive sign for the theatrical market as it continues to recover post-pandemic. The film’s performance in the Philippines highlights the importance of understanding local audiences and cultural nuances to achieve success in international markets.
