Executives and industry insiders have three specific tips for Disney’s would-be summer blockbuster.
“Unless you get those people who speak to those audiences to authentically tell them, ‘This is the movie you’ve got to see and here’s why,’ and play off that, you have no chance,” says an executive from another studio. This person voices doubt that Disney’s marketing materials forhave so far managed that feat: “I just don’t know why anyone under 30 would see this movie. Their trailers are so nostalgic. The action seemed whatever.
’”Occupying a relatively uncrowded niche in the summer release corridor,enjoys a two-week stretch without significant competition from any other mega-budget event film until the July 12 rollout ofproves to be a critical hit, that will provide the runway for word-of-mouth buzz to grow. And in a perfect-world scenario, a scant second-week drop off will encourage the type of multiple return viewings that turned another long-between-screen-appearances Ford franchise entry into a box-office behemoth.
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