Where Did Universal’s Summer Line-Up Go Wrong?
Despite all the worries about the economy, it’s been another successful summer for Hollywood, with most of the expected hits delivering a massive influx of cash (Transformers: Revenge of the Fallen, Harry Potter and the Half-Blood Prince, Star Trek), plus a few surprises as well (The Hangover). However, if you’re Marc Shmuger and David Linde over at Universal Pictures, you probably see this summer a little differently: an unmitigated disaster that you just wish you could forget. Take a look at the numbers:
- Public Enemies: Budget = $100 million, Domestic Gross = $96 million
- Land of the Lost: Budget = $100 million, Domestic Gross = $49 million
- Bruno: Budget = $42 million, Domestic Gross = $60 million
- Funny People: Budget = $75 million, Domestic Gross = $49 million
- Drag Me To Hell: Budget = $30 million, Domestic Gross = $42 million
- A Perfect Getaway: Budget = $14 million, Domestic Gross = $12 million
Not all of those movies lost money, but certainly none of them can be considered hits. The only big movie they’ve had all year was Fast & Furious (Budget = $85 million, Domestic Gross = $155 million). There’s a piece in the L.A. Times this week where they interview Shmuger and Linde and ask them where they went wrong. Their response: “90% of our decisions were the right ones with the wrong results.” I kind of agree. At the beginning of the summer, their slate looked pretty solid. Funny People and Land of the Lost should have made a lot more money than they did. Where did they go wrong? Did they take too many risks? Is this proof that audiences only want sci-fi, fantasy and comic book movies?
Comments (14)
Land of the Lost had really poor/wrong promotion. It should have been marked more as a comedy, and less as the next big fantasy/adventure thing. It was too raunchy for the little ones and the families, and all the usual Ferrel audiences were turned off by the promotion.
Funny People doesn’t actually appear to be… you know, “fun”, at all + it is about cancer, not exactly the greatest idea for something that is promoted as a comedy.
Bruno is about homosexuals, the core Borat audience is turned off.
Public Enemies has hardly been promoted at all, has it? They should have promoted the hell out of it as the next big gangster flick, whether or not it actually is the next big gangster flick doesn’t matter, it would probably have pulled people in the theaters.
Drag Me To Hell is horror, is there that big a market for either pg-13 horror, or horror in the summertime? That’s usually when people go as couples to the movies, so all the girlfriends say no.
A Perfect Getaway actually looks awesome, they should have promoted the hell out of that, it had the potential to be a sleeper hit.
Posted by Kasper F. Nielsen on August 21st, 2009Sean, why don’t you mention international gross? Sure, the US is the primary focus, but international defintely counts. Bruno will make $150 million worldwide by the time it finishes. That is a hit.
Public Enemies will end up with roughly $200 million. That is not a smash hit considering what the cinemas take and marketing costs, but I think yhou should show the whole picture. Don’t forget that studios often don’t expect to end up in the black on cinema revenue. DVD is where it’s at, although sales have dropped recently.
Posted by Bluelouboyle on August 21st, 2009I suppose you’re basically right, but lets be fair and accurate.
Domestic seems to be their main concern, and the focus of the L.A. Times article. But you’re right some of these movies will make a bit more money in the worldwide market. I didn’t realize Bruno actually made more worldwide than it did in North America… that’s an interesting stat. Land of the Lost would still be way in the hole even with the foreign B.O. though.
Posted by Sean on August 21st, 2009Yeah, Funny People and Lost don’t make up for Bruno, that’s for sure. By the way, just started listening to the podcast. Great stuff! Although Reed is an oddball. He seems to find it difficult to enjoy a movie.
Posted by Bluelouboyle on August 21st, 2009Yes, Reed is definitely an oddball… that’s probably an understatement.
Posted by Sean on August 21st, 2009Honestly, four of those films are among my favorites of the summer, it’s unfortunate they didn’t get more attention than they did.
“Drag Me to Hell” was absolutely awesome, “Land of the Lost” was a unique and underrated film, “Funny People” was a step up for Apatow (I thought), and “Bruno” was worth a few good belly-laughs.
Posted by Colin on August 21st, 2009Drag me to Hell may have not made alot of money at the box office, but I think in the long run it have a lot of value in DVD’s sales and such.
Posted by Leeny on August 21st, 2009I’m looking forward to picking up the bargain bin DVDs of Drag Me to Hell, Land of the Lost, and Funny People.
Bluelouboyle, I do enjoy movies. I think people may have gotten the wrong impression because I didn’t overly praise Star Trek and District 9. If you take a look at my Bargain Bin or Killer Imports reviews, then you’ll find a lot of movies I like, even movies most people might find “bad.” I generally prefer movies with interesting dialogue. I hate that it seems like I’m a troll (even though if I gained a little weight, I’d probably look like one).
Posted by Reed Farrington on August 21st, 2009Reed, I’m right there with you on District 9.
The amount of praise it’s getting is pretty frustrating when there are such glaring story problems, insultingly on-the-nose symbolism, and lackluster performances.
I didn’t necessarily dislike it, but I think you hit the nail on the head on the podcast. Ordinary. District 9 is forgettably average as far as I’m concerned.
Posted by Colin on August 21st, 2009Land of the lost was promoted to the wrong demographic not to mention that it was in a weird spot theme wise. It looked like a kids film but the humor was geared more towards adults. That said films like Terminator Salvation came and went like the wind. that Movie cost 250 million to make and hasn’t made it’s money back yet.
Funny people was a good movie that was released at the wrong time of the year. During the summer people want dick and fart jokes. Just look at the top grossing R rated comedies of the last 5 years and you’ll see what I mean. Funny people should have been released in October or November.
District 9 was a revelation and I hope it makes Hollywood executives rethink how they market and budget films.
Posted by Marc on August 21st, 2009Look at the list, they bought hype over story! Bruno is a character and a follow-up star v
Posted by Rus on August 21st, 2009project. Land of The Lost no story. They signed up for Aptow’s next film,problem, it’s a comedy about death! Mann only cared about his action setpieces – no story there either. Everything starts with the script fellows. See you in the bread line!
How can a film like Funny People cost 75 million dollars?
Posted by Swarez on August 22nd, 2009Either it is an overinflated figure or those actors cost a lot of money.
Posted by Baychuk on August 22nd, 2009I loved a Perfect Getaway, the ending had everyone in theater on the edge of our seats.
Posted by Racine on September 13th, 2009Leave a Reply