hewontgo (hewontgo) wrote in ohnotheydidnt,
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Matthew McConaughey, Anne Hathaway & Steven Knight Are Furious With Aviron Over ‘Serenity’ Bailout



2 Oscar-winning stars ought to show up better than an 8th-place finish for its opening weekend, at a paltry $4.4 million.
Now, the movie has a polarizing premise and got bad reviews.

Aviron agreed to a battle plan that called for them to put up P&A commensurate with a 2500-screen release.
The stars agreed to do a full promotional campaign including a junket and as many late-night and daytime talk shows.
They were fed excuses and got a lot of unreturned calls when TV spots didn’t show up.
Aviron wasn’t going to support the movie and was essentially dumping it. 
Aviron execs finally leveled and told them that there would be no P&A spend.
The stars feel they were dealt with in a passive aggressive fashion. 
No money would be forthcoming and the publicity blitz would have to be enough.
The distributor was hurting after dropping P&A on A Private War, it didn’t get hoped-for award nominations.

source
Tags: anne hathaway, film, flop, matthew mcconaughey
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