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Commercial Viewing: How Wal-Mart Slayed the Box Office

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Tuesday, Apr 20, 2010
“How To Train Your Dragon” beats “Kick-Ass” at the box office.

When the family film How to Train Your Dragon debuted about a month ago, Hollywood insiders were surprised that it didn’t do much better. Back then, the only thing the movie had going for it was its 3-D screenings and critical acclaim. Now, those same experts are surprised that the much-hyped Kick-Ass failed to meet its expectations, because it was narrowly outperformed by Dragon.


The reason why this happened is obvious. While most adults don’t want to see an R rated movie about crime fighting adolescents, all adolescents aren’t allowed to see it alone. This leaves families, a huge part of the movie-viewing audience, looking for something else to see.


Recently, Wal-Mart launched a slew of print ads and TV commercials touting their in-store displays of Dragon themed clothing, toys, and food, making it seem as if the movie was the latest, biggest trend among today’s kids. So there you have it, Wal-mart slayed the box office.


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