There’s a lot of blabber about Hollywood’s apparent problem with original movies. As Variety suggests – as much as people claim they love fresh and unique movies, they’re more likely to shell out money for sequels and reboots. In light of this, I’ve come to really enjoy Scott Mendelson in Forbes take on what happened to Tomorrowland – less a problem with originality and more a problem with bad marketing.

This was an original film whose marketing pretty much hid any real notion of what the film was about. Aside from the idea of a young girl finding a magical pin that hinted at a futuristic utopia and a supporting turn from George Clooney as a curmudgeon tangentially connected to said world, there was no real indication as to what the film was about or what the narrative journey might be. That in itself is not a fatal problem if the movie delivered in terms of spectacle or mind-blowing plot turns, but that was not the case. This is where the reviews hurt. It’s not just that the reviews for Tomorrowland were mixed/negative, but rather that the reviews quickly revealed that there wasn’t anything spectacular being hidden behind the curtain.

Martin Cuff Movie Marketing