Still smarting from the huge losses tied to the film John Carter, Disney is now banking on The Avengers, the Marvel comic hero extravaganza that opens May 3, but had its Los Angeles premiere last night. And unlike John Carter, which can attribute its losses, in part, to the marketing effort, Disney is backing this film up with promotional power.
Posts Tagged ‘John Carter’
We know you’re getting your outfit ready for the big Hunger Games premiere, but there are other movies you know. One that we’re excited about (because we’re huge fans of the first two Ellen Ripley Alien flicks that still manage to scare us after repeated viewing) is Prometheus, a kind of prequel to these dark, outer space classics, also by Ridley Scott.
Among the stars of the new movie are Charlize Theron, Michael Fassbender, Idris Elba, and the Swedish Girl with the Dragon Tattoo, Noomi Rapace. In the months leading up to its premiere — Prometheus doesn’t come out until June — the studio is already taking its marketing to interesting lengths.
In light of the disaster that was the marketing effort for John Carter, this is a smart strategy. John Carter fell even further in this weekend’s box office, and there’s news today that Disney is taking a $200 million hit from the movie. Damn!
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.
Shift Communications announced the opening of their New York office today, which is the agency’s third office, in addition to current offices in San Francisco and Boston.
“It made sense to start a New York PR firm, since many of the inquiries we receive from consumer and technology companies stem from the New York area,” Shift Communications principal Todd Defren said in a statement.
John Carter, vice president of account services at Shift, will lead the office. The agency’s clients include Akamai, Virgin Mobile, Canadian Club, Quantum, RealNetworks, Yelp, Johnson & Johnson and H&R Block.
PRNewser will be attending the official opening party for the office next week.