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EDITORIAL: “The Watch: How Marketing Doomed The Sci-Fi Comedy’s Chances at the Box Office”

As predicted, The Dark Knight Rises continued to hold audiences in its grip this weekend, easily defeating a duo of new releases including The Watch and Step Up Revolution. Although both debuts opened to unimpressive numbers, The Watch was the biggest loser of the two. The star-studded sci-fi comedy, which finds a group of suburban […]

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EDITORIAL: “That’s My Boy: Does the Failure of Two Adam Sandler Flicks in a Row Signal the End of his Box Office Reign?”

Do movie stars still exist? Summer 2012 seems determined to answer that question with a resounding “No”. Hollywood has long been obsessed with the idea of a box office star – an actor who can reel in a healthy audience to theaters regardless of the quality of their newest picture. With the “guarantee” of a […]

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EDITORIAL: “Prometheus: How the Sci-Fi Flick’s R-Rating Helped It Conquer Audiences Worldwide”

Earlier this year, Universal cancelled a proposed $150 million adaptation of H.P. Lovecraft’s At The Mountains of Madness when director Guillermo del Toro refused to settle for less than an R-rating. A fervent devotee of the novella, the Pan’s Labyrinth director had been working on the script for more than half a decade and didn’t […]