Today Disney released the first full trailer for their upcoming western-action title, Lone Ranger, starring Armie Hammer as The Lone Ranger and Johnny Depp as Tonto. However, from watching the trailer you’d be hard pressed to find Depp anywhere meaningful and you’d be even harder pressed to grasp what the film is actually about.
Disney has had this problem in the past with marketing their live action films, mainly John Carter comes to mind. The movie performed terribly at the box office and was considered one of the biggest box office flops in recent memory. It wasn’t because the movie was bad or it had bad acting or unlikeable actors/characters. It was because Disney did not market the film properly at all. They changed the film’s name from “John Carter of Mars” to just “John Carter”. Had they kept the “of Mars” in the title that would have told audiences that the film is a science-fiction movie and at least given would-be watchers something to go into the movie expecting. However, nothing relating to Mars or the film’s alternate-universe plot was mentioned in marketing. Who wants to go see a movie about Tarzan (or what looked like Tarzan) super jumping across the desert fighting these four-armed creatures? No one, and that’s just about how many people saw the film.
Now, I’m not saying that Lone Ranger is going to be a failure or anything (rumors of cut scenes have been going around due to budget constraints) but when I watch this trailer I find myself wondering where the hell is Johnny Depp? He’s the sole purpose to go see this film. Sorry Armie, people aren’t flocking to their local movie theaters to see you don the white mask. Depp is a bonafide movie star, he’s the main reason the Pirates of the Caribbean films have stayed afloat.
I hope the next few trailers for the film focus more on Depp or I fear this live-action Disney film could go the way of John Carter.