Pursuits

Disney Bets on 'The Avengers' After 'John Carter'

After the John Carter flop, the company bets on The Avengers

'John Carter's' losses could hit $200 millionIllustration by Eric Hosford

Provide news feedback or report an error

Confidential tip?

Send a tip to our reporters

Site feedback:

Take our Survey

By Christopher Palmeri

April 20, 2012 at 1:25 AM UTC

This article is for subscribers only.

BusinessWeek Cover Image (12_17, portrait)

This article is part of the April 23, 2012 issue of businessweek.

In the months prior to the release of Walt Disney’s John Carter sci-fi epic, Hollywood debated why the film wasn’t catching fire with potential moviegoers. Maybe it was the ho-hum trailers; a title that didn’t cue viewers that the story took place on Mars; or the departure of the studio’s marketing chief two months before its release.

In the end, John Carter did make headlines—just not the kind movie studios want. After losing $200 million on the film, Disney is mounting a superhero-style marketing campaign to ensure its next big-budget release, Marvel’s The Avengers, doesn’t suffer the same fate. (Update: On Apr. 20, Rich Ross, the chairman of Disney’s film unit, stepped down.)