Pixar Animation Studios, once the gold standard in family films, is facing a challenging period. Recent box office returns have been disappointing, with “Elemental” opening to a mere $29.5 million domestically, marking the worst debut in Pixar’s 28-year history. This follows other underperforming releases like “Lightyear” and “Onward.” The question on everyone’s mind is: Can Pixar bounce back?
Pixar’s strategy to revitalize itself hinges on several core principles that have historically driven its success. The studio has always been known for its unique approach to creativity and storytelling. Films like “Wall-E,” “Inside Out,” and “Ratatouille” were not just commercial hits but also critical darlings. These movies took bold artistic risks and offered sophisticated narratives that resonated with audiences of all ages.
One of the key strategies Pixar employs is empowering its creatives. Unlike most studios, where a specialized development department generates new movie ideas, Pixar assembles cross-company teams. These teams, comprising directors, writers, artists, and storyboard people, work together to originate and refine ideas until they have the potential to become great films. This collaborative approach ensures that the creative process is not stifled by hierarchical constraints.
Another crucial element of Pixar’s strategy is fostering a peer culture. At Pixar, daily animation work is shown in an incomplete state to the entire crew. This practice helps people overcome any embarrassment about sharing unfinished work, making them more open to feedback and, consequently, more creative. It also allows creative leads to communicate important points to the entire crew at once, inspiring everyone to elevate their work.
Communication is another area where Pixar excels. The studio encourages free communication across all departments. Members of any department can approach anyone in another department to solve problems, without having to go through “proper” channels. This open communication fosters a collaborative environment where issues can be resolved quickly and efficiently.
Pixar also places a strong emphasis on creating a learning environment. “Pixar University” trains people in multiple skills as they advance in their careers. It offers optional courses in screenplay writing, drawing, and sculpting, allowing people from different disciplines to interact and appreciate each other’s work. This not only broadens their skill sets but also fosters a sense of community and mutual respect.
Post-mortems are another critical aspect of Pixar’s strategy. While many people dislike project post-mortems, Pixar structures them to stimulate discussion. Participants are asked to list the top five things they would do again and the top five they wouldn’t. This positive-negative balance makes it a safer environment to explore every aspect of the project. Participants also bring in performance data, including metrics such as how often something had to be reworked. This data further stimulates discussion and challenges assumptions based on subjective impressions.
Despite these robust internal practices, Pixar has been struggling to attract audiences to theaters. The pandemic played a significant role in this shift. During this period, Disney, Pixar’s parent company, sent new offerings like “Soul,” “Luca,” and “Turning Red” directly to Disney+. This move conditioned family audiences to expect Pixar movies at home, making it more challenging to draw them back to theaters.
Pete Docter, Pixar’s chief creative officer, acknowledges this shift in consumer behavior. He admits that it’s more expensive for a family of four to go to a theater when they know they can wait and watch the movie at home. To counter this, Pixar is making efforts to remind the public of the unique experience of watching their films on the big screen. For instance, Disney sent “Elemental” to the Cannes Film Festival, where it received a five-minute standing ovation.
However, the market for original films like “Elemental” has been particularly unforgiving. Unlike movies based on established intellectual property (IP) like “The Super Mario Bros. Movie” and “Spider-Man: Across the Spider-Verse,” original films face a tougher challenge in attracting audiences. “Elemental,” directed by Peter Sohn, revolves around a world inhabited by anthropomorphic elements of nature. Despite decent reviews and a promising “A” CinemaScore, it failed to generate the buzz needed to draw large audiences.
Pixar’s next theatrical releases are slated for 2024, with “Elio” and “Inside Out 2” on the horizon. This gives the studio some time to rethink its strategy and restore its stellar legacy. Industry analysts believe that while the road ahead is challenging, it’s not insurmountable. Pixar’s passion for relatable storytelling that connects with audiences of all ages and backgrounds has always been one of its fundamentals. By doubling down on these core principles, Pixar can aim to reclaim its position as the reigning champion of animation.
