The Lorax Jumps Over John Carter at the Box Office
It would seem that Edgar Rice Burroughs’ highjumping warlord of mars is no match for Dr. Seuss’ grumpy yet adorable orange creature when it comes to the box office. In their debut ticket takes, Disney’s John Carter proved to be disappointing, with a measly $30.6 million at the box office. Only half of what the film needed to make in order to break even, according to execs. Universal’s The Lorax, on the other hand, pulled in a total of $39 million for the weekend, bringing its domestic total to $121 million. And the animated film hasn’t even opened in major foreign markets.
John Carter’s poor performance at the box office was blamed on a lot of factors, including a storied power struggle between Pixar alumnus Andrew Stanton and Disney’s marketing team over the direction of the marketing campaign, a struggle that Stanton seems to have won with the backing up Disney higher ups, according to some media reports.
The Lorax’s marketing campaign, on the other hand, was slow and steady – banking on the brand recognition of Dr. Seuss, as well as regular releases of trailers and teaser images that give potential viewers an honest peek at what they can expect from the movie – a tad different from the approach taken by John Carter’s teaser trailers, which failed to emphasize the sci fi film’s main selling points, and instead focused on the love story aspects of the movie (a direction that Stanton himself wanted, which lead to the friction with the Disney marketing team.)