Ayn Rand: filmmakers will try, try again
So the first installment of "Atlas Shrugged," the movie, was a colossal flop that few heard about and even fewer watched. What鈥檚 a producer to do?
鈥淪pend even more money on the sequel, cross your fingers and hope for the best,鈥� writes , reporting on 鈥淎tlas Shrugged: Part 2."
Producers John Aglialoro and Harmon Kaslow just announced that their second installment in the proposed trilogy will hit theaters October 12. Last time around marketers spent almost no money on marketing 鈥�Atlas Shrugged: Part I,鈥� instead relying on Internet, talk radio, and word of mouth (a strategy distribution execs 鈥渁wful鈥� at the time). They leaned heavily on tea party members to spread word about the movie primarily to libertarian, free-market, and small-government advocates. The result? The movie opened in April of 2011 on 300 screens, then fell off quickly. After six weeks, total ticket sales had not crossed the $5 million mark 鈥� less than a quarter of the production budget.
It was a bit of a surprise, as Ayn Rand鈥檚 鈥淎tlas Shrugged鈥� has drawn a passionate following ever since its initial publication in 1957. It is Rand鈥檚 last and longest novel, her magnum opus that philosophically explores a dystopian America in which society鈥檚 best-performing citizens strike to protest high taxes and government regulation. In modern politics, the book has become a rallying cry for libertarians, conservatives, and tea party members 鈥� which is why marketers targeted this group, then scratched their heads in surprise when the first installment didn鈥檛 do well.
This time, the $15 million movie has a proper marketing budget. Producers hired Russel Schwartz of Pandemic Marketing. 鈥淭he industry will take us more seriously now that we have Russel and Bill [Lewis, for theatrical distribution] on board,鈥� Kaslow told the . 鈥淟ast time we marketed in an unorthodox fashion. This time, in addition to online, we鈥檒l do traditional print, radio, and TV advertising.鈥�
Will things be any different this time? We think there鈥檚 a good chance. Kaslow has allocated 10 times more money to market 鈥淧art II鈥� than he did for 鈥淧art I.鈥� And Schwartz has proven his talent; he was behind the campaigns for 鈥�The Lord of the Rings鈥� trilogy, 鈥淗airspray,鈥� 鈥淓lf,鈥� and other hit films. What鈥檚 more, the film will be released just as the hype over the November presidential election reaches fever pitch, likely drawing more politically-stimulated audiences than otherwise.
And the scenario will likely strike a chord with some politicos. 听" 'Part 2' begins with the world鈥檚 economy on the brink of collapse,鈥� writes the . 鈥淯nemployment in the US is 24 percent, gas is $42 a gallon and the most productive people in the country have begun a 'strike' to protest high taxes, government regulation and lawmakers who demonize success.鈥�
Hmm. A less-than-subtle comparison and a jab at a certain leader? This much is sure, if this premise doesn鈥檛 get people into theaters, we鈥檙e not sure what will.
Husna Haq is a Monitor correspondent.
