Warner Bros.' new top executive blames the anemic promotional campaign for Green Lantern, the studio's big-budget summer tentpole, on 3D visual effects that have taken longer than anticipated to complete.
"We are on a learning curve in getting 3D materials and marketing materials on the same schedule," Jeff Robinov concedes to the Los Angeles Times in a fertile interview that's already produced three substantial stories (including confirmation of a Justice League movie and news of a post-Dark Knight Rises Batman franchise reboot).
The ad campaign, he says, "has been delayed strictly from production." That's meant fans have been left with the poorly received trailer that debuted in November (although TV spots aired during the Super Bowl telecast for Marvel's Captain America: The First Avenger and Thor, there was none for Green Lantern).
"Part of the reason the response to the first trailer was lukewarm was that the big-scale sequences weren't ready to show, and we suffered for it," says Sue Kroll, the studio's president of worldwide marketing. "We can't afford to do that again."
That changes this weekend at WonderCon in San Francisco, where the studio will give the movie the full-court press to its core audience, trotting out stars Ryan Reynolds, Blake Lively and Peter Sarsgaard, and making sure that Green Lantern is an unavoidable presence in Moscone Center South. That effort will be followed by a new theatrical trailer attached to Thor, which opens on May 6.
Directed by Martin Campbell, Green Lantern stars Ryan Reynolds, Blake Lively, Mark Strong, Peter Sarsgaard, Angela Bassett, Temuera Morrison, Jay O. Sanders, Taika Waititi and Jon Tenney. It opens in 3D and 2D on June 17.