Dunno how I missed this. Makes some good points. It comes from The Patron Saint of Super Heroes

Dear Disney,

Yes, I know you said you wanted to gross $700 million before you’d agree to either of the two sequels Andrew Stanton had planned for JOHN CARTER. And I know you’re still miffed about everyone making fun of you when the opening weekend flopped. But who was laughing when foreign sales pushed it over the $250 million budget in its fourth week? Yeah, I know, there’s still the $100 million in advertising. But those oversea millions are still flowing, and add in the DVD sales lined up for June, and we all know the red planet will soon be in the black.

Sure, the $350 million profit you were dreaming of back in February would have been nice, but you’re probably just happy to have dodged that “biggest flop in movie history” bullet. Congratulations. Now all you want to do is pack up those noisy Tharks and Calots and put John Carter behind you.

But is that how you capitalize on an investment?

I’m sorry Mr. Stanton convinced you that Carter was just like Tarzan, a beloved Burroughs classic with a massive fanbase begging to be exploited. Which explains why your marketing plan went so wrong. You should have been recruiting, not supplying Superbowl ammo for an army that didn’t exist yet. There was only one species of John Carter fan: readers. There had never been a movie, a TV show, a cartoon, a 40’s film serial, nothing. When I asked my 14-year-old daughter about the character, she said “Who?”

You now know that you should have been building infrastructure. Why, for instance, was the new edition of A PRINCESS OF MARS (with that eye-catching intro by Junot Diaz, the second Pulitzer winning novelist attached to the project) released AFTER the film? You should have pushed that through the presses as soon as you green lighted the movie. Ditto on a new comic book adaptation (from a market-dominating publisher like Marvel, not the very respectable but very tiny Dynamite or Dark Horse who both have miniscule Mars niches). Or what about an animated TV series on Cartoon Network? Or a series of animated films the way DC keeps its roster of superheroes alive and literally kicking while hatching long-term blockbusters?

Read the rest at the Patron Saint of Superheroes