“Solo” is the first ever Star Wars “flop”

New data suggests that Solo: A Star Wars Story is the first ever Star Wars film to make a loss within its second week of release.

After initially missing its North American opening targets by around $30 million, box office revenue dropped off a further 65% the following weekend. According to SlashFilm, the film has only brought in $264 million worldwide which, while seeming like a lot of money, is very low for a Star Wars film, especially as its production budget was reported to be around the $250 million mark.

So why wasn’t it a success? Analysts are pointing at a number of factors, including the timing of release (clashing with Infinity War and Deadpool 2) and the firing of original directors Phil Lord and Chris Miller, but veteran media analyst Doug Creutz puts it down to a lacklustre marketing effort. In the report, he writes that the film simply didn’t have a big enough hype window. While the teaser for Rogue One came out 247 days before the movie release, the Solo teaser arrived just 108 days before the premiere date.

“Disney’s marketing department, in our opinion, had one job: sell audiences on Alden Ehrenreich as Han Solo (who we thought did a creditable job in the movie with very tough shoes to fill),” he continues. “The teaser, by our count, only had about 10 seconds of screen time where Ehrenreich’s face was clearly in the picture – not, in our opinion, nearly enough. In general, we felt like the Solo marketing campaign didn’t get fully up to speed until about a month before the movie came out, and that is simply too short of a window for a big franchise picture.”

The film received mixed reviews and currently has a 71% critic score on Rotten Tomatoes (and 65% audience score). That alone won’t have been enough to kill its box office figures though, as even Attack of the Clones fared better with a critic score of 66%. Regardless of the financials, the original Han Solo, Harrison Ford, apparently loves the film and has been “raving about it”, according to director Ron Howard.

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