So John Carter is a bust. It cost $350 million to make this movie and market it. It brought in $30.6 million in the U.S. over the weekend (though it was a hit in Russia). The Lorax, which had mediocre reviews and was harshly criticized for some egregious product tie-ins, earned $40 million in its second weekend.

Because of the movie’s pedigree — it’s a Disney flick from Andrew Stanton, the creator of blockbusters like Toy Story, Finding Nemo, and Wall-E — John Carter should have ruled the box office. But there were indications that things were not going to go well.

The New York Times points out some of the issues during the movie-making process including Stanton’s inexperience with live-action film-making and the studio’s decision to give him as much freedom as he wanted. And one of the big missteps was the marketing approach for the film.

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