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Disney's "John Carter" was released in international markets last Friday, earning less than 31 million US dollars at the North American box office and 100 million US dollars worldwide during its first weekend. Industry analysts say with a production cost estimated at around 250 million US dollars, and with expensive rather than effective marketing strategies, the film needs to make at least 400 million just to break even. Media Tech Capital's Porter Bibb:"It was maybe the worst marketed big budget motion picture in the last 10 or 15 years It got very, very poor reviews in terms of the preview screenings. The advance notice and advertising was unclear. No one could figure out what the movie was all about and basically it dropped dead at the box office." Adapted by Edgar Rice Burroughs' 11-volume Barsoom series of novels, the film revolves around an ex-military captain who was transported to Mars, where he got reluctantly involved in a war between the various tribes of Mars.Disney hoped it would be its next so-called tent pole movie, a movie that can bring a series of merchandising opportunities for the studio. But the chances are slim as John Carter received mostly negative reviews even before its release, and the mega-budgted film is expected to lose money in more ways than one. Media Tech Capital's Porter Bibb:"What does Disney promote now in their stores? What do they license in terms of the merchandising that they don't do themselves? And there's no new attraction - you are never going to see John Carter events or rides at any of the Disney Theme parks." In contrast, the past weekend's box office No.1, "Dr. Seuss' The Lorax," is believed to be a hit in terms of merchandising and theme park attraction for years to come, as more moviegoers are expected to visit Universal Orlando Resort where kids can go on a ride through the pages of Dr. Seuss' children's books. ◆ 追蹤更多華視影音及圖文新聞：
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