Warner Bros Delays Jupiter Ascending Release Date to Work Out Some Kinks in Effects and Marketing

Warner Bros Delays Jupiter Ascending Release Date to Work Out Some Kinks in Effects and Marketing

Warner Bros moved the date for the release of the long awaited movie Jupiter Ascending from sometime in July  to February 6^th the following year. Initially  there were reports that this was a precautionary move which may have shocked Hollywood but was necessary to prevent more bleeding by the company financially. Around the same quarter, there was edge of tomorrow which cost 175 million dollars by the way and has yet to break  even. It was not a failure at the box office but it is not the roaring success that Warner Bros thought it would be. Rather than have two films possibly washing out within the summer quarter it was best to play it safe especially since, there were no Batman or superman franchise films to save the day within this period. Those ones are sure successes all the time.

 However, it is becoming apparent that the stronger reason was that the film was still a bit unprepared because of some incomplete effects and reshoots in January. When Sue Kroll, the president of worldwide marketing and international distribution and some of the other execs saw the current version, it became apparent. There was a weak response to the research screening which was done in the later parts of April and the visual effects were incomplete. For a futuristic context thriller, that is just a no-no. Kroll thus did not have sufficient content or time to build an effective marketing campaign  that would roll out the red carpet for the movie so that it falls on its face, and Warner bros, badly needs this one to be a success.

The delay of a movie release is not always easy because it adds millions to interest as well as other completion costs to the budget not to mention continued creative marketing for the flick so that momentum for its expectation at the release date is the same if not more at he delay date than it was at the previous one. However, it would be more of a catastrophe to rush the movie and have no one show up or  to watch and worse still, the ones that show up completely ruin the vibe by trending negatively for the rest.

 

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