Commercial Viewing: How Wal-Mart Slayed the Box Office

[20 April 2010]

By Jessy Krupa

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.



Published at: http://www.popmatters.com/pm/post/124276-commercial-viewing-how-wal-mart-slayed-the-box-office/