Can word of mouth power a summer movie better than a fast food tie-in or mention on “American Idol?”
Today’s movie marketers aren’t so sure.
My latest piece for boxoffice.com looks at the staying power of this year’s summer movies. No matter how big a movie may open, it’s all but doomed to drop precipitously in its second week.
Even “Star Trek,” a film with near universal praise from critics and movie goers alike, dropped morethan 42 percent from its first to second weekend in theaters.
That could end up as the smallest percentage dip from a blockbuster all summer long.
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My guess, this will end up a very forgettable summer, especially following Iron Man/Dark Knight in 2008.