'Solo' Had a Really Bad Weekend at the Box Office

ImageAlden Ehrenreich in

ImageAlden Ehrenreich in"Solo A Star Wars Story."CreditJonathan Olley Lucasfilm

For comparison, the other Star Wars spinoff, Rogue One, brought in a total worldwide gross of $523.8 million.

Book Club rounded out the top five, earning $6.6 million during its third weekend for a $47.3 million gross at the North American box office. "Sometimes news of the box office can impact a movie's bottom line". According to The Hollywood Reporter, that $50 million estimate comes from Wall Street analyst Barton Crockett, but industry financing sources believe that Solo's failure could cost $80 million or more when the bill comes due.

"Box office got conflated with perceived value of the movie and that might have affected its second weekend", Dergarabedian said. "The second half is dominated by the Imperial alert klaxon and Forest Whitaker's voice over, and practically screams "EPIC" at the viewer, before closing on another hero shot of Jones".

According to Deadline, Doug Creutz - a veteran media analyst at Cowen, a financial services company - issued a detailed report to investors reaffirming his "market perform" rating of Disney shares following the release of Solo: A Star Wars Story.


Solo's first trailer, in contrast, barely shows Ehrenreich at all, with only approximately 10 seconds of screen time featuring the actor's face. Creutz also noted that the first teaser for Rogue One was released 247 days before the film, contrary to the 108 days for Solo's first teaser. "With a reported budget of over $250M, it is officially the first Star Wars movie to flop".

The reason behind the disappointing box office could be as simple as Star Wars fatigue; while Star Wars films were once seen as cinematic events, it seems that the more movies are made, the less interest audiences have in seeing them.

With no new summer blockbusters opening, "Solo: A Star Wars Story" topped the box office for a second weekend. Through a series of daring escapades deep within a dark and unsafe criminal underworld, Han Solo meets his mighty future copilot Chewbacca and encounters the notorious gambler Lando Calrissian, in a journey that will set the course of one of the Star Wars saga's most unlikely heroes.

How much of an impact on Solo's box office performance do you think marketing had? Let us know your thoughts below...

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