Disney has announced that Mulan will be offered to Disney+ customers at a premium price of $29.99 beginning Sept. 4.

Disney Plus now has over 60.5 million paying subscribers. Mulan has seen its spring and summer release dates delayed several times due to the novel coronavirus pandemic and subsequent theater closures.

In addition to the U.S., Mulan will be made available to Disney+ customers in Canada, New Zealand, Australia and many Western European countries. The film will be released theatrically in markets in which access to the movie on Disney Plus is not available.

The decision to now bypass cinemas and debut the family adventure on Disney+ is a major blow for theater owners. It is the first time Disney has offered a film on Disney+ at a top-tier price.

“We’re looking at ‘Mulan’ as a one-off, as opposed to saying there’s some new business windowing model that we’re looking at,” he said.

“We find it very interesting to take a premiere offering to consumers at that $29.99 price and learn from it,” Disney CEO Bob Chapek said, noting that they would study the number of transactions and the number of subscribers generated by the movie.

He also said that the premiere access window created on Disney Plus for “Mulan” acts as a “fairly large stimulus” for new consumers to sign up for the streaming service.