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  • Why Summer Movies Flopped & Succeeded – And What This Means for Movie Trends

    July 15th, 2013

    By Danny Manus

    Hindsight is 20/20, but when it comes to big summer box office failures…should it be?

    Maybe they should’ve read my newsletter last month and my article on the Tenets of Tentpole Movies Ha!

    It’s barely mid-July, but the summer has already claimed a few box office casualties. But alternatively, it’s also created a few unlikely heroes. The questions remain, however – why did they fail? Why couldn’t studios see it coming? Weren’t there obvious warning signs? And what kind of consequence could it have on movie trends in the near future?

    There have been 4 box office flops so far this summer with one still TBD and another (I predict) right around the corner. Those are; The Lone Ranger, White House Down, The Internship and After Earth. Pacific Rim is still TBD and RIPD is set to be released in a couple weeks and I believe it will join the ranks of these fine films. But if you look at each of these movies, I tend to think it’s pretty obvious why they didn’t perform to expectations. And when you compare them to a few of the movies that over-performed, you’ll see why.

    Most of the underperforming movies can be blamed on bad casting, bad timing, or bad concept. Or a combination of all three.

    The Lone Ranger – To be fair, studios saw this coming for a year. NO ONE thought this would make money, Disney was just hoping it would squeak out enough money to not see reminders of John Carter in the headlines. It didn’t. The reasons for Lone Ranger bombing are multiple and obvious. They cast the lead actor in the supporting role and then had to redesign a story so that both the lead and the sidekick were basically equal. Oh, and the lead is a Native American character played by a white guy who speaks with a fake French accent as he wears a dead bird on his head.

    I get that Johnny Depp is bankable after the Pirates movies and Alice in Wonderland, but did anyone think that maybe people went to the theaters because they like pirates and Alice in Wonderland and maybe it wasn’t all because of Depp? Depp would’ve, could’ve made a great Lone Ranger – except he won’t do any movie where he’s not in full make-up and costume.

    Lone Ranger had what studios call pre-recognition. People recognize the ‘Lone Ranger’ title. Yeah…if you’re over 50! No one under 35 has ever seen the Lone Ranger, no one under 25 has ever heard of it, and no one overseas cares about it. And no one over 50 goes to see big blockbuster Bruckheimer movies like this one. So, it never had the audience it thought it did. But even with all that, the movie COULD have made money – if it was made for $125M instead of $250M.  And by the way – remember when big summer blockbusters cost $125M and we all thought that was an insane amount of money? Independence Day was made for less than $100M! Remember that. The studio didn’t want to lose Depp, so it just kept shelling out money. Meanwhile, if you had cast 2 different actors, and kept the budget down to $125M, it could have saved Disney a $150M write-down.

    With White House Down, it sounded like a perfect movie. A no-brainer. Channing Tatum and Jamie Foxx together in an action movie about defending the White House. What could be a better movie? Oh right…Olympus Has Fallen. This film suffered because those crazy kooks at Millennium Films (a company I have worked with before) decided to buy a script that was just like the White House Down script – and get it made first, and cheaper. And it did really well. If it had bombed, WHD would’ve had a shot. But it didn’t – so people had no incentive to go see the same movie twice.  When Olympus Has Fallen passed $100M, they should’ve shelved WHD for 6 months instead of releasing it now.

    Channing Tatum is a big star and people love him. Shit, I love him. But Jamie Foxx as the wise-crackin’ black president who loves his Air Jordan sneakers? Give me a break. There are plenty of Black actors I could totally see as the President – but Jamie Foxx isn’t one of them. When you’ve got a big concept, you have to cast it in a way that brings some believability to it.

    After Earth was just Will Smith masturbating over himself and his children again, but this time he asked one of the most derisive and hated directors in town to help him with M Night Shyamalan (whose name isn’t even on the poster). And this masturbation session cost $130M plus P&A and marketing costs. Now, it’s made $200M, but $140 of that was overseas, and it has put a true damper on Will Smith’s star power. But, are Will Smith and the execs at Sony the ONLY people who don’t know that society doesn’t approve of the talent-factory Will Smith has tried to turn his family into? Add to that a twinge of scientology and you’ve got yourself the makings of a flop. Let’s be honest- Jaden Smith isn’t likable. He doesn’t have his father’s charisma or personality or acting chops (yet). If they had done a talent search and looked for some new kid to play Will Smith’s son, the movie could’ve done much better.

    The Internship failed for 1 very specific reason. It isn’t 2006 anymore and no one wanted to see Vince Vaughn and Owen Wilson as idiots who don’t know what GOOGLE is. I get the product placement value, but if the movie wasn’t about Google and instead was about some little startup internet company that did something amazing and these two guys had to work there, it might have made the story more believable and interesting. And if those two guys weren’t Vince Vaughn and Owen Wilson, who at 40 should know how to work a computer, but were instead…say… Bill Murray and Billy Crystal or someone older and funnier, the concept might have made more sense. The project seemed to lack heart and Owen Wilson, after his incident a couple years ago, isn’t as believable as the light-hearted loveable funny man. In 2006, this movie would have made $150M easy. But today, it hasn’t even made its production budget back.

    Pacific Rim was on target to bomb. But good reviews and a last minute swing of the Hollywood pendulum has turned what could have been a disaster into a possible sleeper success. It remains to be seen, but it got good word of mouth this weekend and while it only made $40M and has a $200M budget, it should do very well in Asian markets and overseas. And while it’s not my cup of tea, people should root for the project as it’s the largest budgeted ORIGINAL project of the summer. Of course, I say “original” loosely as it’s basically a mash-up of Godzilla meets Transformers. Everyone has been asking for MORE ORIGINAL CONTENT – but studios apparently took that to mean more original content that looks EXACTLY like all the unoriginal content we already have.

    Speaking of which, RIPD opens soon and if you’ve seen the trailer, it couldn’t look more like Men In Black if it tried. One cranky older white guy? Check! One good looking younger sexy guy? Check. Big guns chasing down weird-looking bad guys with big visual effects? Check. An underground section of law enforcement that no one knows about? Check. They swapped Aliens for the Undead, but come on – it’s the SAME movie! Mark my words, it’s going to bomb bad.

    Original projects can work, though! And hopefully these failures won’t discourage studios from pursuing them. The thing is, they only work at a certain budget level. Horror film producers figured this out years ago – so why hasn’t everyone else? The upcoming film The Conjuring is tracking HUGE and will probably be the next InsidiousThe Purge did similar great business. Both were made for under $10M. Now You See Me was a big surprise hit for Summit, and made for about $75M – which is about the acceptable ceiling for original material unless it’s being directed by a Nolan, Fincher or Spielberg. The Great Gatsby, which had a $100M budget, was a surprise hit early in the summer but had huge international stars, a proven visionary director and pre-recognition. And The Heat took the most likable actress on the planet and added in the hottest female comedy actress of the year and with a $45M budget, created a major hit. It was a sure-fire winner.

    Man of Steel could’ve have gone so wrong. The third re-launch of a franchise? Really? But sometimes good filmmaking, a new vision and a great cast can overcome what could’ve been a train wreck.  Despicable Me 2 had perhaps the most expansive and infectious publicity and marketing campaign of the year. And in the summer, that can pay off big and it’s now one of the most successful animated movies of all time and it’s only in week 3.

    So what do these summer failures and success mean for future film trends? Hopefully it means more original content and smarter, slimmer budgets. Hopefully it means that “pre-recognition” will stop dictating green lights. Hopefully it means the same 10 stars won’t star in every movie. Hopefully different studios won’t race to make similar competing projects and will just go find other material. Hopefully there will be more movies starring women. Hopefully it means that writing and producing great genre movies is still the best way to break in and create a hit. Hopefully, it means certain bloated studio producers can spend a month languishing with the rest of us.

    But what it really means is…no one knows anything.

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