Battleship failed to sink The Avengers, but studios will blame the competition rather than the quality of their actual product.
I have not seen Battleship nor do I have any inclination to if the process involves the cost of gasoline and ticket admission (I’ll catch it on RedBox, maybe). However, friends and critics have divulged disparate viewpoints. Jim Carl–my friend, the Director of the Carolina Theatre in Durham and certified film aficionado attended the midnight screening and actually had a blast. The Tomatoereader tallies at 36%, which, compared to other bombs, spells “bad”, but not “dismal”. The film was released early in foreign territories and has already earned $200 million, ensuring the film will makes its money back.
Considering that Battleship is the most blatantly obvious cash-ins in recent memory (at least Transformers and GI Joe had cartoons and comics as a reference point), any sign of profit will rekindle faith in the toy brand. GI Joe is tracking to make as much money as the original, despite the negative response. Transformers earned $1 billion worldwide in spite of the detractors. Essentially, audiences are not tired of seeing 80s nostalgia or having their senses torn asunder by information overload–they’re just more content with the Marvel superheroes.
Battleship may not reign in 2-3 sequels like its sister projects, but the formula is a safer bet than most franchises. Thankfully, audiences are choosing the stronger franchises (Avengers) over the lame movie tie-in. But the inevitable truth is: Battleship will do well and gross more in one week than the entire theatrical run of Drive. That’s inexcusable.
All three toy tie-ins are owned by the Hasbro company. The Battleship feature will help them sell many of the classic board games to children who have been seduced by more advanced forms of entertainment like video games and Facebook.
I took some time to review Hasbro’s complete toy lineup and history. At this stage, it appears that their film tie-in well has dried. However, there will be more giant robot films. Considering Battleship took a familiar name and opted to insert an alien invasion and Liam Neeson, its not inconceivable that a Hungry, Hungry Hippoes motion picture could also be green-lit when in desperation for cash. Of course modifications will be made such as the addition of carnivorous dinosaurs and Daniel Craig. Oh, and it will be released no sooner than one month after Iron Man 3.
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