Disney’s ‘Shang-chi’ breaks record for Labor Day weekend opening

“Shang-chi and the Legend of the Ten Rings,” the first Marvel film featuring an Asian actor as the star, dominated the weekend box office with an all-time record for a film opening over Labor Day.

The Walt Disney Co. movie made an estimated $90 million in U.S. and Canadian theaters over the four-day weekend, according to estimates from Comscore Inc. The result exceeded an initial forecast of about $63 million by researcher Boxoffice Pro.

The film hit home with Asian filmgoers, who made up about 17% of theater attendees over the weekend, more than double their usual turnout for a Marvel film, according to demographic data supplied by Disney. It did especially well in cities with big Asian populations, like San Francisco, Honolulu and Vancouver.

“Shang-chi” also had the second-highest three-day opening weekend of the pandemic, after “Black Widow.” All of the films in theaters took in $134.6 million, the best Labor Day weekend since 2014, Comscore data showed.

The Labor Day holiday is traditionally a slow one for the film industry, as consumers are usually distracted by kids returning to school and the start of college football. The movie business is still coping with the pandemic, with swaths of theaters in Asia and Latin America closed.

Disney took a risk releasing “Shang-chi” only in theaters and on the weekend. It’s the second major film this year Disney has debuted solely in cinemas, instead of releasing its films simultaneously on Disney+ for free or a $30 fee.