The unmitigated disaster that is We Are Your Friends is ostensibly the worst opening for a 2,000-plus-theater live-action release since 1982. Blimey…. The problem? Bad marketing.

Was it a comedy? Was it a drama? Was it a really long music video? And if you don’t pop molly at warehouse shows on a regular basis, would it even make sense? What advertising it did have focused on Efron, who has never headlined a non-romance that opened to more than $10 million….

and also:

What marketers should be taking from this is that if a story is unfamiliar to their intended audience, they have to help them understand it in some fundamental way before they ever get to the theater.

Full story here.