It’s being widely reported that John Carter is an epic fiasco for Disney and will result in a $200 million writeoff for the company. I should note that a lot of people quite like the film, but clearly it’s not finding an audience.
Quick thoughts:
1) Stop making movies–especially super-expensive ones–if you have no faith in the concept. Remember the Tristar Godzilla movie that was ashamed to be a Godzilla movie? Here they dropped “of Mars” from the title because of the more than rocky box office history of films set on the red planet over the last few decades. And the trailers do everything they can to avoid the topic. So…why make a movie then which inherently involves a guy going to Mars?
Also, once the movie is made, you might as well run with it rather than shying away from what the movie’s about. Nobody had made a successful pirate movie in decades either until the Jack Sparrow movies came out.
2) I get why they didn’t use Burrough’s title of Princess of Mars, but again, the trailers avoid the fact that there’s a romantic element to the film. This is something that a) could have attracted female audience members, and b) differentiated this from Immortals, Wrath of the Titans, etc
3) You know what might be nice? A smiling, swashbuckling hero of the Robin Hood (ala Flynn), Zorro (ala Power) or Indiana Jones types. Why the hell are all these movies so dour? Again, is one secret of the Jack Sparrow films that they at least have some whimsy to them?
In the end, this might have been just a case where you were never going to get enough people to justify a $300 million production / advertising budget. So the die may have been cast from the moment this was greenlit. Even so, the marketing campaign clearly has contributed to the scope of the debacle.
If I were Disney I’d *really* be hoping The Avengers is huge.