OK, so JOHN CARTER tanked. The media had a feeding frenzy. Disney chopped some heads and a good time was had by all, sort of. The film cost more than $200 million to make. It scored a measly $73 million in the States while doing better internationally to the tune of $232 million. Remember, what the studio takes in after the theaters take their taste runs around 50%. So the film, not even counting advertising and hype, lost at least $50 million. Tack in the additional costs and that number is heading towards $200 million.
Then along comes BATTLESHIP. It cost north of $200 million. It took less than $50 million domestically, but did slightly better than CARTER by taking in over $250 million internationally. It looks to lose at least $150 million., but to hear the quietude from the media, that’s chump change and hardly worth mentioning.
So why does JOHN CARTER get blasted and BATTLESHIP gets a pass? According to the LA Times, the reasons are as petty as the movie industry itself.
First is one of spite. The media does not like the folks over at Disney. Disney is tighter than a miser with a penny and getting something other than what the handlers hand out of Disney is nigh impossible. So when bad things happen to them, the media just loves it. They get their pound of flesh.
Now toss in the pre-opening machinations. The film’s title was changed because Disney’s marketing mavens knew they had trouble. So rather than blame the film itself and its attendant egos, and blame the name. The MARS NEEDS MOM disaster had them convinced that the Red Planet evoked ill will with audiences. A similar theory was held for years about the name of Paris in a title. All the films that had Paris in them tanked until Woody Allen’s last film. The name Mars got tainted as well, at least by the guardians at Disney.
There is also the unwritten law of Hollywood, “the first shall always gets the biggest slice.” If there are two competing film films along similar themes, the first out of the gate will usually do much better. The same is true for bad news. The first film to cost a ton and then lose a ton will get the majority of the negative ink.
And finally, BATTLESHIP’S studio, Universal, seems to have done a much better job of mitigating the bad news by handling the flop more gracefully. The folks at Disney went into panic mode and heads started rolling. If heads are to roll at Universal, it will happen sometime in the fall, long after the disaster has become a memory.
Is there any other lessons to be learned from BATTLESHIP? Not exactly or more precisely not just yet, but if there are more mega-flops like BATTLESHIP and DARK SHADOWS, (yes, Virginia, Barnabas has bitten the big loser) we may be looking at a re-thinking of the summer tentpole. Here’s a suggestion for this omnipotent studio heads. Get better writers. Have your seen BATTLESHIP? The opening is too long and since when did poetry theirs become officers in the Navy? The film was on the shoals before it started.