Solo’s Box Office Failure the Result of ‘Poor Marketing,’ Analyst Says



The film has so far grossed $264.2 million at the worldwide box office.

As Vulture's Chris Lee noted in a piece back in February titled "Why Do Some Star Wars Fans Want the Han Solo Movie to Flop?", this subset of the fan base responded negatively (an understatement, there) to "The Last Jedi", the most recent "Star Wars" sequel, and called for a "Solo" boycott to vent their displeasure. Considering that this film was the most expensive Star Wars film to shoot ever, costing over $250 million to produce, it wasn't a great start.

"There's a question of frequency, and how many times people will go to the movies", Disney distribution chief Dave Hollis told The Hollywood Reporter. "This is just the fourth movie and the first three did $4 billion combined". Oscar victor Ron Howard was brought on to take over, and Lucasfilm paid him and covered the cost of whatever re-shoots were needed.

"Solo: A Star Wars Story", which reveals the origin of the iconic character Han Solo, is projected to be the first "Star Wars" film to lose money at the box office on Disney's watch, according to a report on Monday.

That's thanks to the film pulling in $23.6 million on home turf and $56.3 million overseas this weekend. And the total worldwide total for Infinity War is now $1.965 billion!

The next Star Wars movie, Episode IX, won't hit theatres until December 2019. Nevertheless, Creutz writes that despite concerns about franchise fatigue, "We think this is probably not the case, and that Solo's biggest problem was an uncharacteristically (for Disney) poor marketing campaign". Not enough, according to Cruetz, who also pointed out that the first Rogue One teaser made its debut 247 days before that film's release while Solo's first teaser came out a mere 108 days ahead of the film's debut. This led to a shorter "hype window" for Lucasfilm, he said.

"Solo's" drop this weekend is a major concern since there was virtually no big competition.

Avengers: Infinity War secured $10.5 million during its sixth weekend bringing its domestic tally to a hefty $643 million.

With Solo not receiving almost the marketing push as its franchise predecessors, Cruetz appears to be implying that Disney left Solo to survive on the popularity of the Star Wars name alone - something that turns out to have been a mistake.

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