Published: Tue, June 05, 2018
Entertaiment | By Paul Elliott

'Solo: A Star Wars Story' falls 65 percent in second weekend

'Solo: A Star Wars Story' falls 65 percent in second weekend

Solo had a reported production budget of $250 million, while Lucasfilm spent many millions more to advertise the film. "This is just the fourth movie and the first three did $4 billion combined".

Various Hollywood trade sites, Disney execs and fans have been blaming The Avengers: Infinity War or Deadpool 2 for fans not showing up or the disappointment surrounding Star Wars: The Last Jedi, but now a Wall St. exec offers the reason is because of the failure of correctly marketing the movie. Its cumulative total is now $264 million.

Good news is Solo: A Star Wars Story is still number one at the box office.

"Solo" delivered less than $30 million in its second weekend - plummeting by almost two-thirds from its less-than-stellar opening, bringing its total just shy of $150 million.

Meanwhile, the film's troubled production can't be ignored, with original directors Phil Lord and Chris Miller jettisoned from the project three weeks before production was set to end; veteran director Ron Howard was brought in to take over.

Screening of the film "Solo: A Star Wars Story" out of competition - Red Carpet Arrivals - Cannes, France May 15, 2018. "Solo" made $60 million this weekend, including $30.3 million overseas. Each of them-The Force Awakens, Rogue One, and The Last Jedi-cleared $1 billion each during their theatrical runs.

Crockett said that, "this marks a tough return to movie reality for a Disney that had in recent years enjoyed a can't-miss mystique". The "biggest problem" with Solo, according to Creutz, was how the movie was marketed. "I'm not sure it's so much that people aren't excited for additional stories", he explained, noting that the Marvel Cinematic Universe continues to churn out new adventures that do huge business at the box office. Creutz also noted that the first teaser for Rogue One was released 247 days before the film, contrary to the 108 days for Solo's first teaser. In general, we felt like the Solo marketing campaign didn't get fully up to speed until about a month before the movie came out, and that is simply too short of a window for a big franchise picture.

Disney is of course a film juggernaut, and whatever Solo's underperformance amounts to financially will not derail the Star Wars franchise or hurt the company in any meaningful way. But let's not feel bad for Disney just yet, although this film bombed in theaters Black Panther grossed $1.345 globally and Avengers: Infinity War has done about $1.966 billion globally.

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