Destroy All Monsters: Movie Brands Are Ads, Not Outcomes

Independence Day Resurgence had all the makings of a mega-hit (in North America, at least): apocalyptic action, big(ish) returning stars, and most importantly in terms of what properties have netted huge returns in this decade, a nostalgia-friendly recognizable brand. So why did it crash and burn?

Read more: http://screenanarchy.com/2016/06/destroy-all-monsters-movie-brands-are-ads-not-outcomes.html#ixzz4CyrObszy


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