Reuters - Video

EDITION: U.S. | U.K. | IN

Business

Summer of the mega flop

Friday, Jul 26, 2013 - 02:42

July 26 - Hollywood is delivering mega-budget flops this summer- and may need to be rethinking its box office strategy Bobbi Rebell reports.

▲ Hide Transcript

View Transcript

They put up a good fight- but fell fast and fell hard this summer. The movie misfires - led by the $225 million budget Lone Ranger - starring Johnny Depp - making just over $29 million its opening weekend. R.I.P.D. died a quick death - the $130 million dollar debacle earning a paltry $12.8 million its first weekend out. Then there is Will Smith's sci-fi drama After Earth with his son Jaden got ripped apart - making $27.5 million on a $130 budget. And Turbo was instant roadkill - making back just $21.3 million of its $135 million budget on its first weekend. Someone greenlit these movies - what were they thinking? Hollywood.com's Paul Dergarabedian: SOUNDBITE: PAUL DERGARABEDIAN, HEAD OF BOX OFFICE, HOLLYWOOD.COM (ENGLISH) SAYING: "I think that in some cases movies that are green lit by these committees or whoever is putting these ideas together and they are not thinking about necessarily what the audience really wants... you have a $200 million dollar budget, and that's just on your production cost you have to add $50 to $100 million on top of that for marketing and advertising and those kinds of things and that really adds up - how do you make that back?" So what can Hollywood do to prevent a sequel to this summer's flops? REPORTER BRIDGE: BOBBI REBELL, REUTERS REPORTER (ENGLISH) SAYING: "For one thing- make more sequels. Yes, those retreads with digits at the end of their title's - like Despicable Me 2 - Iron Man 3 and even Fast and Furious 6 have been the stars of the summer. Like it or not - done well - sequels work." Industry watchers add that while spending less money and actually having a great script is a given - stars need to be in the right vehicle. Bloated budget aside - Johnny Depp in a western did not work for the Lone Ranger. Also - float ideas to audiences ahead of time via social media. Its instant feedback on what the audience is thinking. And think about the release date- maybe get out of the summer traffic jam: SOUNDBITE: PAUL DERGARABEDIAN, HEAD OF BOX OFFICE, HOLLYWOOD.COM (ENGLISH) SAYING: " I would tell the studios collectively you are trying to smash all these films into this 18 week period of the summer which accounts for 40% of the total year box office so you can see why they are all clamoring to get in on that. I would also say pick a release date that might be a little different. as we saw with hunger games which could have easily gone in summer but it was a March release and was hugely successful so get creative about releases as well." And a footnote: For all the high profile expensive flops - the overall box office is still up 10 percent this summer from last.

Summer of the mega flop

Friday, Jul 26, 2013 - 02:42

Top News »

Money »

S&P falls back from record high S&P falls back from record high

5:35pm EDT - (1:35)

S&P 500 closes at new high S&P 500 closes at new high

Thu, Aug 21, 2014 - (1:24)

S&P 500 just shy of record S&P 500 just shy of record

Wed, Aug 20, 2014 - (2:23)

Apple hits $100 a share Apple hits $100 a share

Tue, Aug 19, 2014 - (2:06)

Nasdaq closes at 14-year high Nasdaq closes at 14-year high

Mon, Aug 18, 2014 - (2:23)

Putin puts Wall Street in buying mood Putin puts Wall Street in buying mood

Thu, Aug 14, 2014 - (2:10)

We've become a promotional culture-RetailMeNot's Bodge We've become a promotional...

Thu, Aug 14, 2014 - (4:39)

Dow back to positive territory for year Dow back to positive territory for year

Wed, Aug 13, 2014 - (2:18)

Markets cheer Russia's Ukraine exit Markets cheer Russia's Ukraine exit

Fri, Aug 08, 2014 - (1:50)

Russia, Iraq push Dow to three-month low Russia, Iraq push Dow to three-month low

Thu, Aug 07, 2014 - (2:27)

Wall Street gains but telecom disconnected Wall Street gains but telecom disconnected

Wed, Aug 06, 2014 - (2:28)

The Exchange »

The Exchange: Hot commodity The Exchange: Hot commodity

Wed, Jul 16, 2014 - (9:25)

The Exchange: Constitutional crusade The Exchange: Constitutional crusade

Wed, Jun 25, 2014 - (11:35)

The Exchange: The value of money The Exchange: The value of money

Mon, Jun 02, 2014 - (9:53)

The Exchange: China’s Second Continent The Exchange: China’s Second Continent

Tue, May 27, 2014 - (9:35)

The Exchange: A master of business arts The Exchange: A master of business arts

Thu, May 08, 2014 - (8:24)

The Exchange: America's bankrupt cities The Exchange: America's bankrupt cities

Mon, May 05, 2014 - (8:52)

The Exchange: Let the rocking commence The Exchange: Let the rocking commence

Tue, Apr 08, 2014 - (8:13)

The Exchange: The Moneyball fallacies The Exchange: The Moneyball fallacies

Mon, Mar 24, 2014 - (9:54)

Is doing good a good business? Is doing good a good business?

Mon, Mar 17, 2014 - (7:38)

Reuters Investigates »

Re-homing victim: "I could have been dead" Re-homing victim: "I could have been dead"

Wed, Feb 19, 2014 - (8:24)

Cops and loggers in the Amazon rainforest Cops and loggers in the Amazon rainforest

Fri, Jan 10, 2014 - (4:01)

"Passed around like a dog" "Passed around like a dog"

Thu, Aug 29, 2013 - (6:32)

Adopted, then abandoned online Adopted, then abandoned online

Thu, Aug 29, 2013 - (13:21)

How the DEA keeps its secrets secret How the DEA keeps its secrets secret

Mon, Aug 05, 2013 - (1:36)

How education lost its role as the great equalizer - Reuters Investigates How education lost its role as the great...

Mon, Dec 17, 2012 - (7:52)

Jihad Jane: From abused child to American jihadist - Reuters Investigates Jihad Jane: From abused child to American...

Sat, Dec 08, 2012 - (10:01)

Jihad Jane: The order to kill - Reuters Investigates Jihad Jane: The order to kill - Reuters...

Sun, Dec 09, 2012 - (10:39)

Moving Pictures »

"Old timers" sail the Chesapeake Bay "Old timers" sail the Chesapeake Bay

Mon, Aug 11, 2014 - (2:27)

Burned memories Burned memories

Fri, Aug 08, 2014 - (3:02)

Images of July Images of July

Thu, Jul 31, 2014 - (1:20)

World Cup: passion on the pitch World Cup: passion on the pitch

Fri, Jul 11, 2014 - (1:00)

A refugee in America gives back A refugee in America gives back

Wed, Jul 02, 2014 - (3:25)

A long search for refuge A long search for refuge

Fri, Jun 20, 2014 - (3:04)

World Cup: Around the globe in 50 goals World Cup: Around the globe in 50 goals

Fri, Jun 06, 2014 - (1:08)

VIVID – Sydney’s spectacle of light VIVID – Sydney’s spectacle of light

Fri, May 30, 2014 - (1:37)

The week that changed Boston The week that changed Boston

Mon, Apr 14, 2014 - (3:28)