While A-listers are struggling on the big screen, the streaming platform is providing a splashy solution to ailing stardom
Its proving to be an unusually cold summer in Hollywood, a sun-drenched town suddenly facing a rather worrying frost. Ever since the 70s, its a time of year that has brought with it huge profitability, with studios unveiling their splashiest and starriest offerings but this year, toasting success has been replaced with analysing failure, a string of underperformers raising a number of uncomfortable questions. Aside from a legitimate discussion over franchise fatigue, theres another debate that rages on: what is a movie star in 2019?
Last weekend resulted in a rather nasty box office bloodbath that left a pricey reboot and a glossy sequel battered and bruised. Men in Black: International, a $110m attempt to resurrect a franchise that had lain dormant since 2012, scored the lowest opening of the series to date with just $30m stateside despite a hefty $120m spend on promotions and advertising and the pairing of Avengers: Endgame stars Tessa Thompson and Chris Hemsworth. Further down the chart, an attempt to revive Shaft, last seen in 2000, was an unmitigated disaster, making less then $9m (less than half of what the last outing could muster on its first weekend) despite boasting another Marvel stalwart, Samuel L Jackson, to hand over the torch to his on-screen son.
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