The words Star Wars usually mean gold at the box office. However, that was not the case in the summer of 2018. That was when the film “Solo: A Star Wars Story” made its debut in theaters around the world. The film tells the story of how Han Solo met Chewbacca and became one of the most notorious smugglers in the galaxy. It would seem like a slam dunk box office hit, especially when you consider the enormous popularity of the Han Solo character played by Harrison Ford. However, that was not the case. The film eventually became the first movie in the entire Star Wars franchise to not make a profit.
There has been much debate over the past year about why the movie failed. Director Ron Howard had some thoughts on this topic that he shared on a recent podcast. The veteran director was brought in to replace the original directors of the film who were fired when production was almost complete. This required most of the film to be shot over again. Needless to say, this caused the budget of the film to soar. Howard said he believed that the opening date of the film really hurt it. This is because it had very stiff competition in the form of “Deadpool 2” and “Avengers: Infinity War.”
Howard went on to criticize the marketing campaign that was put together to promote “Solo” to the masses. He said that the studio could have done a much better job of publicizing the movie and letting people know that it was opening. Howard said that movie marketing is so critical in this day and age. There is so much competition in the world of entertainment. You need to make your movie stand out from the crowd. Getting loyal Star Wars fans into the theater is not the issue. It’s attracting people that don’t really care about Star Wars that is a tough thing to do. Howard admitted that they failed to accomplish that goal.
There was also a campaign by people to lower the online scores of the film. This was similar to the campaign to lower the online scores of “Captain Marvel.” However, that film was able to survive the online troll attack to become a box office smash. “Solo” was not nearly as fortunate. Howard also thought the story might have hurt the movie in the way that is was received.