Superman Returns cursed by a bad marketing campaign

So by now most it should be obvious to all Warner Bros. executives that Superman Returns was a financial disappointment. Including international grosses, there's a strong chance the film may not break even. Which is a shame because this could have been THE summer blockbuster. Instead, Disney executives are celebrating the wild success of Pirates of the Caribbean. Which begs the question, how could the world’s most recognized superhero icon fail to soar? The answer, my friends, is marketing.

Having worked in the advertising business for 10 years, I argue that the marketing campaign for Superman Returns was an utter failure and was a huge influence in regards to box office performance. At best, the messaging was unfocused and lacking in opportunity. Every day it seemed the TV ads would shift strategy. Here’s my friendly advice to the movie marketing folks sitting out in Hollywood. First, be thankful you still have a job. Second, remember next time that you can’t be everything to everyone.

Weeks before the movie opened, the film was being marketing as a balls out action movie for boys. Then suddenly I was seeing ads positioning it as a romantic movie for teenage girls. Oh wait! Now it’s being sold as a nostalgic return to the Superman of old. Oye veh! My guess is they would’ve done much better had they simply let Bryan Singer and pals be in charge of the marketing. It seems obvious he had a hand in the initial teaser trailers that first appeared last winter. And they worked! But when it came time to unleash the marketing plan, the boys and gals at WB screwed it up royally. It seems even Bryan Singer would agree with that, as he grumbled to anyone who would listen at the recent Comic Con. There’s more to that story here. Being that I’m a huge Superman fan, here’s hoping they get it right the next time. And if anyone at Warner Bros. wants advice on how to sell Superman to the world, I’d be more than happy to help.