Ian Boucher has written a comprehensive article in What Culture taking on the issue of why Marvel Studios fans don’t like John Carter. I won’t steal his thunder by going into too much detail here — it’s worth reading the entire article. For example, he explores how the much criticized promotion failed to do something that it hasn’t really been criticized for, and that is — failing to convey anything about the “big picture” that would be experience dover the course of the entire projected series of films. Of course Disney didn’t want to do this because it didn’t want to create expectations in that regard — but Boucher writes interestingly about the difference between going to see a Marvel film with expectations in this regard, and the murky sense of what the John Carter big picture was. He also takes on curious dimensons such as the uninspiring “poses” that John Carter given in posters and artwork; as well as the generally different state of mind of a Marvel-indoctrinated potential viewer, and how that state of mind was so different for John Carter — and how all of this amounted to the idea of John Carter failing to jell in the mind of Marvel fans, who could have been a good audience for John Carter had the promotion resonated for them. The critique is not limited to the promotion — it also includes some observations about the film itself, which Boucher generally liked but which had elements that he feels predictably failed to resonate with Marvel-indoctrinated fans.
Click on the image or link below and give it a read: