Three weeks ago, I saw a film that I had been looking forward to for some time: John Carter. It had its flaws (what film does not?) but I thought it was charming, witty and fun, with strong characters and some of the best FX I had seen at the cinema in a long time. I left the cinema enthusing about the story and already looking forward to the sequel.
Then I got home and read some of the reviews.
I had already read the reviews from SFX, Empire and Total Film, which ranged from positive to average. But I soon discovered that other critics had positively savaged the film, describing it as dull and confusing. Their judgement appears to have been carried through to the box office. Disney is set to lose $200 million on John Carter, making it the biggest flop in cinema history to date.
This makes me sad. As I said above, I had been looking forward to John Carter for some time. I became a fan of Edgar Rice Burrough’s original novel, A Princess of Mars, at nineteen when I read it on a train journey to London and have gone on to read many of its numerous sequels. The series is pulp, there is no questioning that, but it is so gloriously pulp that it takes on a kind of operatic grandeur. Everything about the series is exaggerated and impossible: the masculinity of the men, the beauty of the women, the scale of the scenery, the bloodiness of the violence. John Carter himself is like a combination of Conan the Barbarian, Superman, and a hero from a classic Western. He possesses super strength, can leap tall buildings with a single bound, and is described as ‘the greatest swordsman of two worlds’, regularly fending off overwhelming odds single-handed. But he is also a Southern gentleman of the old school; courteous, brave, and honourable. The question is not so much ‘why did Disney waste so much money on this story’ as, ‘how did they fail to make money with this story’?
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A day in the life of John Carter. How could they not make a cool film out of this? |
The film itself is a reasonable adaptation of the book. It has its flaws, of course. Releasing it in 3D probably didn’t help – people aren’t willing to spend extra to go and see a film they are not sure they will like. I also got the impression that a lot of critics could not get past William Dafoe’s opening narration. While it was admirable for the writers to stick so closely to their source material, perhaps playing down Burrough’s made-up words (Barsoom, Zodanga, Tharks, etc.) would have made the film more accessible.
I also felt like the film makers were holding back on the action. Andrew Stanton, the director, has spoken about his desire to adapt the first three books into a cinematic trilogy. That would explain why the battle scenes lack the scale of films like The Lord of the Rings. I still found them more engaging than Avatar though (that is another rant for another time).
A lot of people have blamed poor marketing for Carter’s poor performance. The decision to change the name by dropping the ‘of Mars’ suffix did leave it with a fairly bland title. Why not add a subtitle, like Pirates of the Caribbean: ‘John Carter: A Princess of Mars’ (although that might put boys and teenagers off; it sounds a little like Barbie’s First Space Opera)? Or use the original title from the book’s serialisation: ‘John Carter: Under the Moons of Mars’?
I can only speak for the UK but there did seem to be a distinct lack of posters, television advertising, or the usual paraphernalia that accompanies a big Hollywood production. Had Disney already resigned themselves to releasing a turkey and did not want to waste more money on futile marketing? All I can say to that is: Hollywood has made a lot of money with films that are a lot worse than John Carter. Here is a run-down of some recent box office takings:
- X-Men Origins: Wolverine - $373 million
- Clash of the Titans (2010) - $493 million
- Transformers: Revenge of the Fallen - $836 million
- Pirates of the Caribbean: At World’s End – $963 million
I sat through every one of those stinkers. I would defy anybody, professional critic or not, to tell me that John Carter was a worse film. Transformers 2 had a couple of racist stereotypes and giant robotic testicles, for crying out loud! And it still made its budget back four times over!
The marketing for John Carter did seem confused. In a film featuring superbly realised mo-cap aliens, some genuinely funny moments, and a romance with a beautiful princess, why did the posters only show Carter fighting the two great white apes? A recent article on the BBC website suggested that the film’s advertising should have played up the romantic nature of the plot to attract female viewers. This sounds a bit patronising to me but it does beg the question why Dejah Thoris, the female lead and one of the best things about the film, was not featured more prominently.
A problem frequently mentioned by critics was the film’s apparently derivative nature. I say apparently because, although the likes of Superman, Flash Gordon, Star Wars, and Avatar, were all influenced by Burrough’s work, people unfamiliar with the book (speaking of which, where were the re-releases from Burrough’s Esate?) might dismiss John Carter as a ‘rip-off’. Why did the marketing not play on this? ‘See the story that inspired a century of fiction’? ‘A hundred years in the making’? ‘Only now can the cinema contain the epic scope of Burrough’s vision’?
In the end, the best fans like me can hope for is that John Carter will be remembered as fun but unappreciated. Perhaps it might resurface one day as a cult classic. For now though there is no prospect of the sequel I was looking forward to when I came out of the cinema three weeks ago. I will probably never get to see John Carter descend into the bowels of Mars to confront the hideous goddess Issus, or the epic airship battle above the planet’s south pole. It will be a long time before any studio is brave enough to return to Barsoom. John Carter will go down in cinematic history with Waterworld and Cutthroat Island as gigantic box office failures, while audiences continue to queue up for Michael Bay’s own brand of vacuous, moronic, jingoistic effluence.