Media analysts Doug Creutz and Stephen Glagola (via) thinks that Solo‘s lackluster performance at the box office comes down to the film’s marketing not being able to sell audiences on lead Alden Ehrenreich. They compare the Solo teaser trailer with Rogue One’s:
The first 35 seconds of the trailer almost exclusively focuses on Felicity Jones as the protagonist Jyn Erso, selling her as a new franchise hero. The second half is dominated by the Imperial alert klaxon and Forest Whitaker’s voice over, and practically screams ‘EPIC’ at the viewer, before closing on another hero shot of Jones.
Solo’s, on the other hand:
The teaser, by our count, only had about 10 seconds of screen time where Ehrenreich’s face was clearly in the picture – not, in our opinion, nearly enough. In general, we felt like the Solo marketing campaign didn’t get fully up to speed until about a month before the movie came out, and that is simply too short of a window for a big franchise picture.
Ehrenreich did figure much more prominently as the campaign went on, but maybe it was a case of too little, too late? They dismiss the effect of Star Wars fatigue, mixed reaction to The Last Jedi, and production worries as fairly minor concerns.
Woody Harrelson’s Tobia Beckett is getting a Marvel one-shot. Solicited for August, Beckett will be written by Gary Duggan (Chewbacca) with art by Will Sliney, Edgar Salazar and Marc Laming. The solicitation promises to reveal more about Enfys Nest and why they are “so dead set on taking him down once and for all.”
Solo ticket presales are doing well. Fandango (via Deadline) reports that the film sold more tickets in its first 24 hours than Black Panther. It’s second only to Avengers: Infinity War. Not bad for a movie “no one asked for.”
The Last Jedi has now made more than $1.3 billion, making it the all-time 9th-biggest global grosser. It’s unlikely to go any higher as we start heading into blockbuster season, with Fifty Shades Freed and Black Panther on the horizon. Scott Mendelson at Forbes writes why it’s still (duh) a big win for Disney.
In the fifth weekend, The Last Jedi has passed Beauty and the Beast at the global box office to become 2017’s highest earning movie and the 10th highest of all time. More figures via Scott Mendelson at Forbes:
The sci-fi sequel earned another $11.25m (-51%) in its fifth weekend to set the stage for a 32-day total of around $595m by tomorrow. If it can get to $600m domestic before Friday, it’ll still be the second-fastest grossing movie between Jurassic World and The Force Awakens.
He speculates that the movie will end up making about $1.3B worldwide.
China continues to be lukewarm on Star Wars as The Last Jedi opens in second place behind a local comedy. China is the film’s last major market, and the franchise has never done particularly well there.