![]() That is why it failed to entice them to go to the box office. The reality is the core product has to address the needs of the majority of target consumers and the reboot consistently ignored these needs. Just because you can get a few dozen die-hard fans enamored with the reboot by giving them the attention they so desperately crave does not a viral marketing campaign make. I’m sure someone in marketing thought this effort might be able to change the viewpoint of the majority of Ghostbusters fans, yet this was not possible because the Ghostbusters fandom is a loose network of people with no real leadership. They let them walk around the set, brought them out for test audience screenings and even put them into the film. It was the easily predictable outcome for Ghostbusters.įrom watching the recent documentary film Ghostheads on Netflix I know that Sony has tried to take advantage of the most die-hard fans of the franchise - the so-called ‘Ghost heads’ who run the various cosplay fan clubs around the country. That is why Ghostbusters failed in the market just as any product developed and marketed under these conditions has. The market told Paul Feig it did not want his reboot and he did not listen. Ghostbusters bombed for one reason above all others: Paul Feig created an echo chamber where he heard only his own agreeable thoughts and dismissed any criticism of his film that was leveled at it by the mass consumer since its very early conception. The idea they would make the film into a box office miracle was based in nothing factual. The fact is misandric feminists are not a significant consumer power in the world market. Sony needed to win the male fans over and instead did everything possible to drive them away in a desperate attempt to appeal to misandric feminists. You don’t call the people you need to watch your movie “trolls” and expect to do well at the box office. Painting men as dumb when men represent over half the Ghostbusters fan demographic was idiotic. You cannot attempt to manipulate the politics of gender wars for profit on a comedy franchise property. The verdict is in: You cannot build an effective marketing campaign around manufactured controversy and misandry slacktivism. ![]() On what should have been an easy slam dunk victory, Paul Feig and Sony so thoroughly screwed up that the 26,400,000+ male sci-fi fans in the US market boycotted Ghostbusters. It had no chance of doing this for all the reasons I pointed out months ago when I looked at the market data.Įven the Hollywood Reporter is now retreating from its original praise and acknowledging the film is a flop because the marketing was divisive. It has made only a few million in other markets, for a total of $64M world-wide.īy Paul Feig’s own words, the film needed to have a $500M box office showing to get a sequel. Batman V Superman (250m budget) made 27.7 million.įor the whole weekend the film grossed $46M domestically. Man of Steel (225m budget) made 21 million. Jurassic World (150m budget) made 18.5 million. The Secret Life of Pets (75m budget) made 5.3 million. Other recent Thursday openers: Finding Dory (200m budget) made 5.9 million. Throughout the weekend the film continued to play to largely empty rooms. Its Thursday opening in the States was only $3.4M. ![]() As I predicted back in March, Ghostbusters (2016) failed at the box office.
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