For the most part, animated flicks are a safe enough bet for studios. Family entertainment is always in demand, after all. Even if the budgets for many mainstream releases reach excessive levels, they can usually still make studios a profit. But, every now and then, an exception is made and it appears that Rise of the Guardians has taken on that role for DreamWorks Animation. Despite overall positive reviews, the film failed to catch on with audiences, opening 4th place in its first weekend. With a production budget of $145 million, even a holiday surge in box office might not be enough to make it into the black. This comes during a time when DreamWorks stock is already down, unfortunately, and it could lead to a re-evaluation of the company’s reliance on animated movies.
So what exactly went wrong on Rise of the Guardians? Was it not properly marketed or does it just not have the kind of appeal that DreamWorks anticipated? Having only seen the marketing for the film, it does come across as somewhat old-fashioned in the type of story it tells, so perhaps that’s a factor. There is still some hope that the film will pick up steam closer to the holidays, especially since there won’t be too much in the way of animated competition. Why do you think Rise of the Guardians is failing at the box office? Does it have enough supporters to rally through the holiday season?