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Why Serenity's Advertising Team Bailed On The Movie, Contributing To Low Box Office
Could Serenity have at least made $5 million in its opening weekend with a better marketing plan? After all, the film had the Oscar-winning Interstellar team of Matthew McConaughey and Anne Hathaway on screen, and it opened in 2,561 theaters. That's not an indie release. However, distributor Aviron Pictures defended holding back advertising money and promotion plans after bad reviews rolled in from both critics and early viewers. Here is Aviron's defense when accused of not honoring the publicity agreement:
We had the best intentions for Serenity. We were excited for the opportunity to release this uniquely original movie and work with such a stellar cast and talented filmmakers. As much as we love this film and still hope it finds its audience, we tested and retested the film with audiences and critics alike and sadly, the data demonstrated that the film was not going to be able to perform at our initial expectations, so we adjusted our budget and marketing tactics accordingly. Regardless of the spend, its next to impossible for an adult-skewing drama to overcome a 23% score on Rotten Tomatoes and a D+ CinemaScore. To have spent more would have been irresponsible to our capital partners and wouldnt have made prudent business sense for an independent distributor. We have enormous respect and admiration for the talent and all the hard work they put into the film and wish the box office results were better.
So their argument is, even before the low Rotten Tomatoes critics and audience scores rolled in, and the opening night moviegoers gave Serenity a D+, they tested the film and saw this result coming. Sure, Venom also had a 29% Rotten Tomatoes score, but that's a superhero film, not an adult drama. In their view, spending more money to promote the film would be throwing good money after bad. They wanted to mitigate the damage. Essentially, they gave it up as a lost cause.
To the Serenity team, that doesn't fly. According to Deadline, Matthew McConaughey, Anne Hathaway and their reps are furious at Aviron for not backing the film, as they agreed, and for how they handled the promotion circuit. Their side argues that only about nine TV spots aired for the film, and in obscure locations, and not during timeslots that would've helped create awareness for Serenity.
The A-list stars were prepared to do a full promotional campaign and junket, with as many late-night and daytime appearances as possible. But, sources told Deadline, the night before Matthew McConaughey and Anne Hathaway were set to get on a plane for the L.A. junket, Aviron told them they wouldn't be spending more promotion money.
It's not like there was no promotion -- both Anne Hathaway and Matthew McConaughey have done some interviews to promote the film, and (in just one example) Hathaway was recently on Ellen. Hathaway is also on the new cover of People magazine. But how much of that was connected to Aviron and its agreement?
Since the film opened in so many theaters, it does seem like more TV spots would've at least helped get the famous stars' faces in front of more potential viewers. It could've made more than $4.4 million in its opening weekend. It was a slow weekend for every film, but not that slow.
They could've tried something like Replicas did. That Keanu Reeves film also got lousy reviews, but before it even opened, they marketed that 93% of Rotten Tomatoes users wanted to see the movie. It didn't give the film a big box office opening, by any stretch, but at least they found a creative angle. If Serenity did anything like that, the ads never made it in front of my eyeballs.
And there were definitely marketing angles to be found with Serenity, even beyond the star-studded cast. They could've tried to sell the controversy over the twist ending. Get some curiosity going. Get more stars on TV to talk about why they signed on, what drew them to the high-concept project, why they stand by something that takes big chances and isn't another superhero/sequel, etc. etc. etc. It's easy to play Monday morning quarterback, but that's what the Serenity team is doing now.
Anne Hathaway took to Instagram to defend the film, saying she still stood by it. Ironically, the film is now getting a lot of attention because of the bad reviews and now because of the lack of additional advertising. Maybe Serenity will be a cult classic someday, but that time has yet to come. If you're curious about it, Serenity is still playing in theaters as one of the many films on screens in this busy and competitive 2019 movie season.
Clark Gregg's Agent Coulson is among those coming back after years away from the big screen. Captain Marvel is going to be a blast from the past in more ways than one. Fans already knew the '90s
Captain Marvel will bring back SHIELD's Agent Coulson
This is the amount Disney is expecting to lose from forgone licensing revenue, the money Disney is missing out on by holding back titles, like Captain Marvel, from after-market sales to companies like Netflix. Furthermore, it's affected by the recent cancellation of Netflix's Marvel series, including Luke Cage, Daredevil, and Iron Fist.
Captain Marvel is not coming to Netflix - netflixlife.com
Hobbs And Shaw Has Added A Deadpool 2 Actor First Look At Dwayne Johnson And Jason Statham In Hobbs And Shaw Hot Topics. Disney CEO Says It'll Be Difficult To Keep Filming In Georgia If Abortion
Hobbs & Shaw - Wikipedia
John Cena now understands what The Rock had been doing. Subscribe To John Cena Apologizes For Beef With The Rock Now That He's Working On Movies Updates close
John Cena Apologizes For Beef With The Rock Now That He's
So, this is the complete article on the list of all the Conjuring Series In Order To Watch. The Conjuring 3 movie is going to be released in 2020, So we didn't added that movie in our list yet. Also, if you are the Marvel universe fan then you can checkout List Of Marvel Movies in order to watch.
A timeline of The Conjuring universe - including Annabelle
DCComics.com: Welcome to the Official Site for DC. DC is home to the "World's Greatest Super Heroes," including SUPERMAN, BATMAN, WONDER WOMAN, GREEN LANTERN, THE FLASH, AQUAMAN and more. Characters | DC
Want to add to the discussion? After looking him up, he's writing the Wheel of Time series, and the Uncharted movie. Jessica Chastain.
Jessica Chastain Plastic Surgery Before and After Photos
latestplasticsurgery.com/jessica-chastain-plastic-surgery-photos/
Did Jessica Chastain Undergo Plastic Surgery? Jessica Chastain is an American actress and film producer. Now at age 39, her two Academy Award and British Academy Film Award nominations have affirmed her as one of the most sought after actresses in the industry.
Jessica Chastain - Wikipedia
We reported yesterday that Fox wasn't going to air a Deadpool 2 trailer during Super Bowl 2018, but predicted that the Merc with a Mouth would have something to say about it on social media. However, Deadpool took it one step further and live-tweeted throughout most of the game and if you're a fan, you're going to love the results.
Deadpool 2 Gets Cleverly Promoted During Super Bowl, Trailer
For more proof, fans damn near broke the internet when tickets went on sale earlier this month, which led to some record breaking. Now Endgame has broken even more records, as Atom Tickets reports that it's the best pre-sales title of all time.
Avengers: Endgame's Pre-Sales Broke Another Record
The trailer shows the classic spooky family we know and love. However, besides just the animation itself, the film definitely has a modern twist. Morticia Addams even makes reference to Stephen
The Addams Family Trailer Reveals the New Animated Film
collider.com/new-the-addams-family-movie-trailer/
MGM has released the first trailer for the new The Addams Family movie. This is an animated feature-length adaptation of the classic characters, who originally debuted as single-panel cartoons in
The Addams Family - CINEMABLEND
At this point, Newt's mannerisms are a mostly incidental part of his character, but one wonders if that will continue. We know that the plan of the five movie arc of the Fantastic Beasts films will take the story into the 1940s, which means that it will cross the point at which autism becomes diagnosed.
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