Disney’s ‘Elemental’ Featuring Non-Binary Character Records Disappointing Opening Weekend Sales

The logo of theme parks "Disney" store is pictured on the Champs Elysees Avenue in Paris, France, on Sept. 20, 2017. Francois Mori/AP Photo

Disney Pixar’s new movie “Elemental,” which features the animation studio’s first-ever non-binary character, has set a record as the lowest debut ever for a Pixar movie on its opening weekend, according to reports.

The movie, a computer-animated romantic comedy-drama, opened over the June 16–18 weekend and earned an estimated $29.5 million, failing to reach the $31 million in sales at domestic theaters that experts had anticipated and making it the worst three-day weekend release in the company’s history behind Pixar’s “Toy Story”, which made $29.1 million, although when adjusted for inflation, “Elemental” technically bought in less.

Notably, “Toy Story” did go on to become a global blockbuster along with multiple hit sequels.

“Elemental” was directed by Peter Sohn and set in the fictional world of Element City, where “the peoples of fire, water, earth, and air live together,” according to Disney.

“The story introduces Ember, a tough, quick-witted and fiery young woman, whose friendship with a fun, sappy, go-with-the-flow guy named Wade challenges her beliefs about the world they live in,” Disney explains.

The film is voiced by Leah Lewis as Ember Lumen and Mamoudou Athie as Wade Ripple. Other voice actors include Ronnie del Carmen, Shila Ommi, Wendi McLendon-Covey, Catherine O'Hara, Mason Wertheimer, and Joe Pera.

Non-Binary Character

Another voice actor, Ava Hauser, plays the role of Lake, who is Wade’s younger sibling and goes by they/them pronouns. Hauser is also “nonbinary” according to Twitter.

“BIG ANNOUNCEMENT I got to play Pixar’s first non-binary character. Meet Lake,” Hauser posted on Twitter on June 16. “I voice Lake in the new movie Elemental. I’m seeing it in theaters tonight with my friends, so you can catch it in theaters too if you wanna see them.”

Despite the negative opening weekend sales, “Elemental” had racked up a 92 percent verified audience score on Rotten Tomatoes. It also added $15 million overseas for a global total of $45 million from Friday through Sunday, distributor Walt Disney Co said.

The latest disappointing initial box office sales come as Disney remains in an ongoing legal battle with Florida Governor Ron DeSantis over Walt Disney World Resort’s long-standing self-governing power status in the state.

The legal dispute was initially sparked by former CEO Bob Chapek’s criticism of Florida’s Parental Rights in Education Bill, or HB 1557 which was signed into law by DeSantis on March 28 and reinforces parents’ rights to make decisions regarding the upbringing of their kids and prevents the teaching of sexual orientation and gender identity to young students.

Disney vs DeSantis

Chapek stated that Disney was “opposed to the bill from the outset,” but “chose not to take a public position” and instead work more effectively behind the scenes.

The company was subsequently branded “woke“ by protestors.

Speaking to the Hollywood Reporter, box office analyst Shawn Robbins said that there is still hope for the new release.

“The event nature of Pixar films, even original IP, isn’t what it used to be. However, new leadership is seemingly trying to right some of the wrongs from the last few years,” Robbins said. “Elemental‘s mostly positive reception and minimal competition could help the film find legs through summer, and Pixar itself can still have a very bright future ahead as long as its shepherds remain committed to the creative fundamentals that guided the studio for so long.”

Reuters contributed to this report.