The Critical 'I'

Read. React. Repeat.

Sunday, June 20, 2004

DODGEBALL AND A TERMINAL CONDITION
Who would've guessed a movie that had Tom Hanks and Steven Spielberg going for it would lose out to another dumb fratboy comedy? But that's the summer movie season for you. Dodgeball: A True Underdog Story won out the weekend, easily beating The Terminal, a scenario that most figured would have the two films in opposite positions.

I'm thinking that marketing for The Terminal will get amped up this week; the studio's not going to give up on it right away. In particular, the ads will over-emphasize Catherine Zeta-Jones' co-starring role in the film. From my vantage point, she was hardly featured at all in the previous promos, to the point where you had to really pay attention to notice that she was in it. In light of the weak opening, combined with the flop that The Ladykillers was, you have to assume that audiences are tired enough of Hanks that he's currently not much of a draw; so it makes sense to shift the marketing focus on Jones and use her as the attraction.