Just in case you haven't heard, Michael Bay's latest
creation, The Island,
did not fare so well in the box office. With only $12.1M for the opening
weekend, this film is officially the first major flop Michael Bay has ever
experienced. But why? Well, it turns out that Michael Bay is wondering the
same thing, and he has a finger to point at Dreamworks Pictures. Now, I
don't normally care what the director / producer has to say about the success
of their film after release, but $12.1M!
I know that Vince tore The Island a new *@shole with his
review, but only big budget films like Pluto Nash
deserve box office earnings that low. And, before I begin, I also have a
review for the film coming soon and easily admit that I greatly enjoyed
The Island for the summer blockbuster that it was. Sure, there
were a couple dings here and there, but I still would have expected a $40M
opening AT LEAST.
Bay Goes Back to The Island
In a report from the LA
Times, reposted by the good people at Joblo,
Michael Bay is dumbstruck about how the hell The Island did so poorly on
opening weekend. You can't really blame bad word of mouth, as it is opening
weekend and word does not spread that fast [especially since there were
those who enjoyed the film too]. With no more options to think of, Michael
Bay points a finger at Dreamworks Pictures and says improper, or lack of,
marketing could be the downfall of The Island.
Though Dreamworks is correct on the fact that they
had released tons of clips and created more than a few trailers for The
Island, it seemed like a lot of their emphasis was on the casual web
browser, instead of hard media such as numerous TV spots. While I can remember
tons of marketing promotions for The Island online [greatly appreciated],
I can barely remember ever seeing a TV spot for the film except for online.
I even remember telling others about the Michael Bay film and they barely
had any idea that it existed.
Check out a snippet of the report of Michael Bay
on The Island from Joblo:
He told the LA Times it could be due to low awareness of the film, a poor marketing campaign, bad posters, the subject matter and even Ewan McGregor and Scarlett Johansson, saying it could very well have been "the lack of stars." He was also upset about the poster for the film, which he claim made Johansson look like a "porn star." DreamWorks defending the ISLAND marketing saying that it was the largest campaign in the studio's history, which included "five trailers, a screening campaign, three websites and numerous Internet ads."
No worries Michael, I still got nothing but love for your films. By the
way, The Island is still much better than Pearl Harbor,
which should mean something to the many casual moviegoers that enjoyed that
film. Final note: I can't imagine making Scarlett Johansson look like a 'porn star' as a bad thing.
For the trailers, movie stills, clips, TV spots, review and synopsis, go
to The Island
Stay tuned for updates.