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Why didn't Knight and Day catch on with audiences?

06.29.2010

While KNIGHT AND DAY won't go down as the biggest bomb of the summer so far (JONAH HEX anyone?), it was a movie that should've been wildly successful (I had it predicted as one of the ten biggest movies of the summer) but wound up with disappointing returns. So what went wrong?

The LA Times has an interesting article with a marketing executive the day after his last movie failed; an interview that is a rarity in Hollywood. For as many people want to take credit when a movie is successful, just as many are trying to pass the buck on failures. But Fox co-president of marketing Tony Sella went on the record trying to explain why a movie that had all the right elements - A-list stars, a big budget, a great release date and a trailer before the biggest movie of all-time - went wrong.

The knee jerk reaction is that Tom Cruise has lost his star power but that argument is for the tabloids and people who don't know much about the movies. VALKYRIE, which opened at the height of the Tom Cruise "controversy" and was a much tougher sell, actually made more money on its opening weekend than KNIGHT AND DAY did. People will still turn out for a Tom Cruise film, they just didn't seem to connect with his latest film.

Sella isn't exactly sure why the film didn't catch on but admits that the original trailer, attached to prints of AVATAR, confused audiences. Efforts to correct the campaign wound up backfiring and swinging the confusion even further. All along he maintains that Fox was trying to market an adult-oriented action film in the summer but somewhat ironically, 44% of the audience was made up of people under the age of 25.

Was it the poster, which curiously featured no photos of either Tom Cruise or Cameron Diaz? Was it the film's title, which never conveyed a message about the film? Are audiences tired of A-list movie stars? As Sella talks about it, even he can admit: "Honestly, I don't know."

So what do YOU think? As the KNIGHT AND DAY marketing campaign unfolded before you, what were your impressions? Did you want to see it? Did you not want to see it? And if so, why?

Extra Tidbit: My favorite line from the article: "[This is] why movie marketers are often a little tightly wound."
Source: LA Times

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+2
9:25PM on 06/30/2010

Two Words

Toy Story
Toy Story
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1:43PM on 06/30/2010
I still don't know much about the movie other than what was made obvious on the previews. I think I was first turned off by the oh so clever title. Then I think more had to do with it looking similar to the Killers. Then followed up with Tom Cruise being the star of something that already looked kind of ridiculous to me. However, many shmoes have said that it is a good flick so I may give it a try once out of theaters.
I still don't know much about the movie other than what was made obvious on the previews. I think I was first turned off by the oh so clever title. Then I think more had to do with it looking similar to the Killers. Then followed up with Tom Cruise being the star of something that already looked kind of ridiculous to me. However, many shmoes have said that it is a good flick so I may give it a try once out of theaters.
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9:49AM on 06/30/2010
One name "Cameron Diaz". I loved the trailer and thought the poster was a nice 60's throwback, but no way do I believe by the trailer that Diaz goes from whiny dimwit to shooting everything super spy. That's where it lost my money. Diaz is way over-rated.
One name "Cameron Diaz". I loved the trailer and thought the poster was a nice 60's throwback, but no way do I believe by the trailer that Diaz goes from whiny dimwit to shooting everything super spy. That's where it lost my money. Diaz is way over-rated.
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5:46AM on 06/30/2010
The scene from the trailer that did it in for me was when Cruise says "On Thee. One, Two..." and then Diaz gets up early on 2 and then starts getting shot at and then Cruise says "What number would you like?" and Diaz says "Three is good." That made me not want to see the movie.
The scene from the trailer that did it in for me was when Cruise says "On Thee. One, Two..." and then Diaz gets up early on 2 and then starts getting shot at and then Cruise says "What number would you like?" and Diaz says "Three is good." That made me not want to see the movie.
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4:25AM on 06/30/2010
They can blame all the things the want the movie didn't do well because it's a lackluster flick. Cruise and Diaz are ok but the script and directing lacked all of the style of the posters. Also, I think they released this one way to close to The Killers.
They can blame all the things the want the movie didn't do well because it's a lackluster flick. Cruise and Diaz are ok but the script and directing lacked all of the style of the posters. Also, I think they released this one way to close to The Killers.
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2:37AM on 06/30/2010

imo

i think it was because i it as another dumbass romantic comedy. like the killers. the marketing was kinda shitty
i think it was because i it as another dumbass romantic comedy. like the killers. the marketing was kinda shitty
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11:15PM on 06/29/2010
I thought it just looked mediocre. And I hate when the only thing I really get from a trailer is that two big stars who I don't really give a shit about are in it.
I thought it just looked mediocre. And I hate when the only thing I really get from a trailer is that two big stars who I don't really give a shit about are in it.
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10:37PM on 06/29/2010
The marketing was definitely a factor in why this movie failed to launch. The inconsistent ad campaign reflects the disjointed storyline and definitely left people unsure as to what they were watching.I wasn't interested because the trailers never established what Cruise's character's relationship was to Diaz's.
The marketing was definitely a factor in why this movie failed to launch. The inconsistent ad campaign reflects the disjointed storyline and definitely left people unsure as to what they were watching.I wasn't interested because the trailers never established what Cruise's character's relationship was to Diaz's.
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10:15PM on 06/29/2010
Instead of saying "it was the marketing","It was tom cruise", "it was the poster", why cant they just say that it sucked?

Every time an R rated movie flops, the rating gets blamed. Yet when a PG13 movie flops, nobody knows what went wrong. Just say it like it is - the movie sucked.
Instead of saying "it was the marketing","It was tom cruise", "it was the poster", why cant they just say that it sucked?

Every time an R rated movie flops, the rating gets blamed. Yet when a PG13 movie flops, nobody knows what went wrong. Just say it like it is - the movie sucked.
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10:12PM on 06/29/2010
Instead of saying "it was the marketing","It was tom cruise", "it was the poster", why cant they just say that it sucked?

Every time an R rated movie flops, the rating gets blamed. Yet when a PG13 movie flops, nobody knows what went wrong. Just say it like it is - the movie sucked.
Instead of saying "it was the marketing","It was tom cruise", "it was the poster", why cant they just say that it sucked?

Every time an R rated movie flops, the rating gets blamed. Yet when a PG13 movie flops, nobody knows what went wrong. Just say it like it is - the movie sucked.
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-13
9:01PM on 06/29/2010

Fudge Packer

I´d say blame it on Cruise. We don´t really give a damn about him any more...
I´d say blame it on Cruise. We don´t really give a damn about him any more...
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7:19PM on 06/29/2010

Hmm...

The marketing worked for me. I liked the trailer, I'm not a huge fan of the stars, but I know they are both perfectly capable of turning in good work, and the poster I actually thought was pretty cool looking, but admittedly, it probably would've helped, marketing wise, if some faces were on it...I didn't like the title. I haven't like the title since I first heard it, and now that I've watched the film and can honestly say it has almost no connection to the film (a couple of secondary
The marketing worked for me. I liked the trailer, I'm not a huge fan of the stars, but I know they are both perfectly capable of turning in good work, and the poster I actually thought was pretty cool looking, but admittedly, it probably would've helped, marketing wise, if some faces were on it...I didn't like the title. I haven't like the title since I first heard it, and now that I've watched the film and can honestly say it has almost no connection to the film (a couple of secondary characters have the last name "Knight" and this connects to one of the main characters). I thought the action sequences were very well done. James Mangold hasn't dissapointed me yet, and I certainly expected good work from him here. You know what might have helped with marketing? "From the director of 3:10 To Yuma" somewhere in the trailer. I mean think about it. Christopher Nolan, and you can agree or not, is not a household name. I mean we all know who he is b/c we're movie buffs, but the average person does not know the name. So, how cool does it look when you have the title of a successful movie in your trailer? Have you seen an INCEPTION trailer yet that hasn't had the phrase "From The Direcor of The Dark Knight" in it? NOPE. My point? I, along with many many others have a lot of respect for Mangold's previous efforts 3:10 To Yuma and Walk The Line, if that was in the trailer for this movie, it only would've made me want to see it more.
Now on another point, I guess the marketing just wasn't there. I can not tell you how many people I've said "Hey, you know Knight And Day was pretty good, you should go see it." And every time I end up with this reaction-"Um what is that?"
People just plain don't know about this movie.
I'm really getting tired of this "Toy Story 3 Destroys Knight And Day" crap. Really? I mean come on. That's just not fair. Take a family that's going to see Knight And Day, more than likely its gonna attract an adult couple. That's two adults going to see a 2D movie. $16.
Now, Toy Story 3? Well, its in 3D in many locations (in some locations like mine, that's the only format it plays in) and your average family going to see it is gonna be 2 adults and 2 kids. In 3D, now you're talking $42. That's a big jump up from $16...Of course Toy Story 3 made more money! How many people actually expected Toy Story 3 not to win the box office at lest two weeks in a row when its only competition was adult fair like Grown Ups (which did fairly decent so that doesn't entirely help my argument) and Knight And Day?
Anyway, I could ramble on and on. The point is the movie is worth watching, its got likable characters, great action, beautiful locales and a pleasing ending. Is it a great movie or even a particulary original one? No. But worth watching, and I'd even say on the big screen. Give it time, with word of mouth it could still make some decent money gradually. It hasn't even been out a week, please stop calling it a complete failure.
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7:18PM on 06/29/2010

Cameron Diaz

I was thinking perhaps it was because Tom's loyalty to Diaz was one of his rare movie missteps... that had he teamed up with a more likeable, female-friendly actress it could have been a different story. But at the end of the day, most people just can't afford inflated ticket prices and would rather see Toy Story 3.
I was thinking perhaps it was because Tom's loyalty to Diaz was one of his rare movie missteps... that had he teamed up with a more likeable, female-friendly actress it could have been a different story. But at the end of the day, most people just can't afford inflated ticket prices and would rather see Toy Story 3.
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6:38PM on 06/29/2010

Should of...

been 3D. gawd what were they thinking?!

been 3D. gawd what were they thinking?!

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6:37PM on 06/29/2010

Should of...

been 3D. gawd what were they thinking?!

been 3D. gawd what were they thinking?!

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6:18PM on 06/29/2010
I wouldn't say its marketing as much as, been there, done that. Felt like the last 100 couple action movies, Mr/Mrs Smith, et al.
I wouldn't say its marketing as much as, been there, done that. Felt like the last 100 couple action movies, Mr/Mrs Smith, et al.
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5:41PM on 06/29/2010
Marketing, Diaz, and Scientology.
Marketing, Diaz, and Scientology.
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5:38PM on 06/29/2010
Marketing, Diaz, and Scientology.
Marketing, Diaz, and Scientology.
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+5
4:48PM on 06/29/2010
This shouldn't have been a summer movie. If they had released this in like March... or maybe September (I don't know.. just not the middle of summer) more people probably would have seen it.
This shouldn't have been a summer movie. If they had released this in like March... or maybe September (I don't know.. just not the middle of summer) more people probably would have seen it.
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-4
4:34PM on 06/29/2010

Uninteresting

Because it looked like a boring movie. When was the last time either actor made an interesting movie? Also the trailers were interesting back in December but the movie wasn't released until June - when every OTHER movie is trying to catch a great release date. Less-than-stellar reviews don't help either.

Edit - is he saying the trailers in front of Avatar confused the audience? The audience is surprisingly not stupid - and if it wasn't going to be an interesting movie it would not matter
Because it looked like a boring movie. When was the last time either actor made an interesting movie? Also the trailers were interesting back in December but the movie wasn't released until June - when every OTHER movie is trying to catch a great release date. Less-than-stellar reviews don't help either.

Edit - is he saying the trailers in front of Avatar confused the audience? The audience is surprisingly not stupid - and if it wasn't going to be an interesting movie it would not matter what movie its trailer is attached too.
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4:05PM on 06/29/2010

This article

Was pointless, the guy did an interview, just to say he doesn't know why the movie bombed. It was really informative. Was it the Cast, "I don't know", was it the marketing, "I don't know", was it the movie itself, "I don't know, so full of info there...

Also- are they admitting it is his fault? "but admits that the original trailer, attached to prints of AVATAR, confused audiences. Efforts to correct the campaign wound up backfiring and swinging the confusion even further", isn't he in
Was pointless, the guy did an interview, just to say he doesn't know why the movie bombed. It was really informative. Was it the Cast, "I don't know", was it the marketing, "I don't know", was it the movie itself, "I don't know, so full of info there...

Also- are they admitting it is his fault? "but admits that the original trailer, attached to prints of AVATAR, confused audiences. Efforts to correct the campaign wound up backfiring and swinging the confusion even further", isn't he in charge of marketing?
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+0
3:55PM on 06/29/2010
I think it might have something to do with this flick being really really boring.

There wasn't enough entertaining material in the movie to stick in the trailer.

Cruise definitely still has appeal, but audiences are so numb to action in movies, that if there's no clever plotline or mind-bending reveal at the end, everyone's asleep in the aisles. I'm amazed at how quickly my brain checks out the second a car chase starts up.

I found myself wanting this to be over after about a half
I think it might have something to do with this flick being really really boring.

There wasn't enough entertaining material in the movie to stick in the trailer.

Cruise definitely still has appeal, but audiences are so numb to action in movies, that if there's no clever plotline or mind-bending reveal at the end, everyone's asleep in the aisles. I'm amazed at how quickly my brain checks out the second a car chase starts up.

I found myself wanting this to be over after about a half hour. Too bad too, cuz I really like Tom Cruise.

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+5
3:38PM on 06/29/2010

PS:

Also, Cameron Diaz is boring.
Also, Cameron Diaz is boring.
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+9
3:35PM on 06/29/2010

I'm biased but...

I've heard that many studios are NOT advertising on "movie fansites" anymore because they figure that we're "already advertising" their films for them for FREE anyway. Not only is that insulting to all webmasters and people who work on those fansites, since we rely on advertising to keep our sites running, but it's also a short-sighted view of what's happening.

If movie-goers already know about your movies, then why advertise in movie magazines or movie theaters then? I believe BRANDING A
I've heard that many studios are NOT advertising on "movie fansites" anymore because they figure that we're "already advertising" their films for them for FREE anyway. Not only is that insulting to all webmasters and people who work on those fansites, since we rely on advertising to keep our sites running, but it's also a short-sighted view of what's happening.

If movie-goers already know about your movies, then why advertise in movie magazines or movie theaters then? I believe BRANDING A FILM these days is as important as ever, since there are soooooo many different movies coming out, it's important for studios to make sure that the "early adopters" (aka you people!!) know about their films in advance, and continue to see NEW THINGS from them as the release date approaches.

I realize that I'm extremely biased in what I'm saying, but I believe it too... ;)
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10:15PM on 06/29/2010
it shows how outta touch hollywood is. some online banners are actually pretty sweet. TDK might have had a lot to do with that mentality, though its far from being accurate with most other movies.
it shows how outta touch hollywood is. some online banners are actually pretty sweet. TDK might have had a lot to do with that mentality, though its far from being accurate with most other movies.
3:18PM on 06/29/2010
I think it was the marketing in my opinion. First off there was not enough of it. It's a summer movie, it's THE most competitive time of the year you've got to not cheap out on spreading the word. Compared to other summer films I barely saw anything about this. Secondly, as it says above the trailer was confusing, and also, I hate saying this but, it was also forgettable compared to the other movie trailers. It's a war every summer and unfortunately there are casualties everytime. It's a
I think it was the marketing in my opinion. First off there was not enough of it. It's a summer movie, it's THE most competitive time of the year you've got to not cheap out on spreading the word. Compared to other summer films I barely saw anything about this. Secondly, as it says above the trailer was confusing, and also, I hate saying this but, it was also forgettable compared to the other movie trailers. It's a war every summer and unfortunately there are casualties everytime. It's a shame this was one of them because the movie is good. Also it's not a remake, sequel, comic book adaptation and most importantly it wasn't in 3D! Hard to pull that off in hollywood now a days. Hopefully it picks up on dvd.
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3:15PM on 06/29/2010
I would see it if it didnt have Cameron Diaz.
I would see it if it didnt have Cameron Diaz.
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+1
3:04PM on 06/29/2010

Advertising?

The only place I heard about this movie was on joblo. I don't remember seeing a trailer for it on Avatar, and I've never seen any advertising on television or elsewhere.

They need to hire whomever is doing advertising for The Last Airbender and Dispecible Me - I see ads for those two movies almost once an hour it seems (tv, banner ads, print, facebook, etc.)
The only place I heard about this movie was on joblo. I don't remember seeing a trailer for it on Avatar, and I've never seen any advertising on television or elsewhere.

They need to hire whomever is doing advertising for The Last Airbender and Dispecible Me - I see ads for those two movies almost once an hour it seems (tv, banner ads, print, facebook, etc.)
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2:50PM on 06/29/2010

Salt

Maybe Cruise should've taken Salt after all (because that script was ass kickingly awesome). My girl (who is the normal movie goer) says that Cameron Diaz was the drag of the project. Had Cruise been cast along with a more current/likeable actress women would have probably turned out a little more.

It's a shame because the film is pretty entertaining. I just think the action hero motif is outdated and is in the process of being reinvented (see: Zombieland, Star Trek, District 9 and Wanted
Maybe Cruise should've taken Salt after all (because that script was ass kickingly awesome). My girl (who is the normal movie goer) says that Cameron Diaz was the drag of the project. Had Cruise been cast along with a more current/likeable actress women would have probably turned out a little more.

It's a shame because the film is pretty entertaining. I just think the action hero motif is outdated and is in the process of being reinvented (see: Zombieland, Star Trek, District 9 and Wanted as examples). Audiences want less "super man" and more "every man" in their action films. Just my opinion.

It was good to see nice, clear action on the screen for once though. No Greengrass wannabe shaky cam it was all nicely done.
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+1
2:49PM on 06/29/2010
Oh and I also would like to know the question that prefuse asked...

why the fuck is it called knight and day!

*somewhat spoilers*
i know his last name in the film is knight but besides that the film doesnt mention knight and day for anything! it was such a stupid title for a movie!
Oh and I also would like to know the question that prefuse asked...

why the fuck is it called knight and day!

*somewhat spoilers*
i know his last name in the film is knight but besides that the film doesnt mention knight and day for anything! it was such a stupid title for a movie!
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+0
2:47PM on 06/29/2010
I knew from opening day that this movie wouldnt do good. I went to see with my dad and the theater was empty, dead empty! There were still people making lines outside for Toy Story and the theater for Knight and Day was dead. It was a shame because we both enjoyed it very much. Its not a smart movie, I dont even think its something I see myself seeing again in the future. But it was funny, had good action(loved the film's final act), and Tom Cruise certainly still has his charm and delivery. I
I knew from opening day that this movie wouldnt do good. I went to see with my dad and the theater was empty, dead empty! There were still people making lines outside for Toy Story and the theater for Knight and Day was dead. It was a shame because we both enjoyed it very much. Its not a smart movie, I dont even think its something I see myself seeing again in the future. But it was funny, had good action(loved the film's final act), and Tom Cruise certainly still has his charm and delivery. I have no idea why this film tanked so much. I'm another that doesnt agree with the argument Tom Cruise isnt marketable because I don't believe that the guy who was in the biggest hits of the past decade cannot sell films anymore. Shit he was in Vanilla Sky and people even went to see that without no idea what it was about! I think the budget shouldnt of been so high as I honestly could not see where it all went towards in the film, hell even District 9 did more with less! I also think a nice movie poster would of been nice and the opening week was a very bad time to release it.How can they say it was a good weekend to release the filmn when it was released after Toy Story 3 and a week before Eclipse? STUPID STUDIO EXECS!
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+3
2:40PM on 06/29/2010
It was definitely an odd marketing campaign and one that reminded me of a late 90's summer action film so it gave me this weird nostalgic reason to see it. Plus I'm down for Tom cruise, regardless of his off-screen antics, the guy can act and he's great at what he does.

But the film itself is just a mess. It's clearly been written by 15 different people and it never settles on a particular theme. It could have worked as this really big budget avant-garde action film. It could have worked as
It was definitely an odd marketing campaign and one that reminded me of a late 90's summer action film so it gave me this weird nostalgic reason to see it. Plus I'm down for Tom cruise, regardless of his off-screen antics, the guy can act and he's great at what he does.

But the film itself is just a mess. It's clearly been written by 15 different people and it never settles on a particular theme. It could have worked as this really big budget avant-garde action film. It could have worked as a "B" movie. It could have worked as a straight-forward action/comedy thriller with a better actress in Diaz' part. But it never settled on a theme and therefore nothing made sense, characters have no motivation or attachable moments, and I believe it was about the hour mark where I turned to my friend and said: "Do you know what this is about?"

Oh, and why is it called Knight and Day?
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2:34PM on 06/29/2010

It's the audience & ticket prices...

This is the year of the family friendly films. Action movies are doing awful this year. Iron Man did great, but one could argue that was family friendly too. I don't have much faith in Predators and the Expendables doing that well in the box office. Last Airbender will do great. Salt, maybe not.

And the ticket prices. I'll only go to my movie theater on Tuesdays, because it's $6 (special deal), otherwise it's $11. Parents aren't going to drag their kids to see movies the parents want
This is the year of the family friendly films. Action movies are doing awful this year. Iron Man did great, but one could argue that was family friendly too. I don't have much faith in Predators and the Expendables doing that well in the box office. Last Airbender will do great. Salt, maybe not.

And the ticket prices. I'll only go to my movie theater on Tuesdays, because it's $6 (special deal), otherwise it's $11. Parents aren't going to drag their kids to see movies the parents want to see at those prices, but the kids will drag the parents to see what the kids want to see.
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2:30PM on 06/29/2010
I thought the movie actually looked decent, and I'm hardly the biggest Cruise or Diaz fan. I do greatly admire the director, James Mangold. But even that wasn't enough to get me out.

People just have a wide variety of entertainment options now--they're not going to waste time on something that's not novel-looking at the multiplex anymore..
I thought the movie actually looked decent, and I'm hardly the biggest Cruise or Diaz fan. I do greatly admire the director, James Mangold. But even that wasn't enough to get me out.

People just have a wide variety of entertainment options now--they're not going to waste time on something that's not novel-looking at the multiplex anymore..
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2:27PM on 06/29/2010

i saw it...

it was fun, but i could not help it, all through knight i was remembering that absurd killers. maybe it was how plastic tom's smile was throughout the whole thing. i bet if they had pictures on the poster, less maniacal smiling and a release date b4 the killers it would have done much better at the box, to me it was a bit on par with mr&mrs smith.
it was fun, but i could not help it, all through knight i was remembering that absurd killers. maybe it was how plastic tom's smile was throughout the whole thing. i bet if they had pictures on the poster, less maniacal smiling and a release date b4 the killers it would have done much better at the box, to me it was a bit on par with mr&mrs smith.
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-12
2:22PM on 06/29/2010

Many things

1. Movie tickets (stop buying these people 20million plus a percentages, and stop forcing theaters to rise movies tickets!!

2. People are tire of action movies -- it's a trend thing!!

3. Family movies are what's happening!

4. Tom needs to get back to basics!
1. Movie tickets (stop buying these people 20million plus a percentages, and stop forcing theaters to rise movies tickets!!

2. People are tire of action movies -- it's a trend thing!!

3. Family movies are what's happening!

4. Tom needs to get back to basics!
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2:00PM on 06/29/2010

From watching the trailer...

What was at stake again?
What was at stake again?
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1:47PM on 06/29/2010

Oh come on.


It has nothing to do with audiences being tired of A-list stars, Tom Cruise, Cameron Diaz, the on set catering, or the type of toilet paper Tom Cruise used while filming.

The reality is that if Tom Cruise and Cameron Diaz were cast in AVATAR 2, or IRON MAN 3, the films would still be wildly successful. No one would stay away because they're tired of either actor.

Every year there's a film that doesn't quite meet expectation. The reason for this lies in unfathomable studio release

It has nothing to do with audiences being tired of A-list stars, Tom Cruise, Cameron Diaz, the on set catering, or the type of toilet paper Tom Cruise used while filming.

The reality is that if Tom Cruise and Cameron Diaz were cast in AVATAR 2, or IRON MAN 3, the films would still be wildly successful. No one would stay away because they're tired of either actor.

Every year there's a film that doesn't quite meet expectation. The reason for this lies in unfathomable studio release schedules. It doesn't matter if KNIGHT AND DAY is counter-programming for TOY STORY 3 and THE KARATE KID. If you release a film against five other massive films, expect the possibility of it not doing as well as it could do if were released in a quieter time of the year. The same thing is probably going to happen with THE LAST AIRBENDER next week, where Paramount thought it would be a genius idea to release it against TWILIGHT.

We'll see how that one works out for them.
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1:36PM on 06/29/2010
I just wanted to straighten something up, Knight and Day wasn't a bomb. It may have slightly underperformed, but it wasn't even close to being a bomb. According to Fox, Knight and Day has made 33 million dollars (estimate) in the U.S. as of today, and 55 million dollars worldwide as of today. I have a feeling that it will end up making 65+ million in the U.S. when this is all said and done, and it'll easily crack the 100 million mark worldwide. There's a big difference from a bomb, and a movie
I just wanted to straighten something up, Knight and Day wasn't a bomb. It may have slightly underperformed, but it wasn't even close to being a bomb. According to Fox, Knight and Day has made 33 million dollars (estimate) in the U.S. as of today, and 55 million dollars worldwide as of today. I have a feeling that it will end up making 65+ million in the U.S. when this is all said and done, and it'll easily crack the 100 million mark worldwide. There's a big difference from a bomb, and a movie that slightly underperforms. Also, I saw Knight and Day and thought that it was "pretty good", it should be making more money than it is, it's ashame.
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3:59PM on 06/29/2010
You sure did straighen up something, Knight and Day is a BOMB, even with you over estimated revenue, you said it might hit the $100 million mark. The film cost between $120 million and $150 million. That means the studio lost 50 million dollars on a dud, how is that not a bomb. Yes, making $100 million sounds like a lot of money, but losing $50 million sounds like a lot more!
You sure did straighen up something, Knight and Day is a BOMB, even with you over estimated revenue, you said it might hit the $100 million mark. The film cost between $120 million and $150 million. That means the studio lost 50 million dollars on a dud, how is that not a bomb. Yes, making $100 million sounds like a lot of money, but losing $50 million sounds like a lot more!
4:58PM on 06/29/2010
Fox's official statement says that they expect Knight and Day to make between 90 and 125 million dollars worldwide. That isn't spectacular considering the budget has been officially announced to be 115 million ( I don't know where you got 150 million from) , and the marketing budget was probably at least 20 million too, but it still isn't a bomb. A bomb is a movie like Pluto Nash or Jonah Hex that only makes 1/4th of it's budget. A movie that comes very close to breaking even (like Knight and
Fox's official statement says that they expect Knight and Day to make between 90 and 125 million dollars worldwide. That isn't spectacular considering the budget has been officially announced to be 115 million ( I don't know where you got 150 million from) , and the marketing budget was probably at least 20 million too, but it still isn't a bomb. A bomb is a movie like Pluto Nash or Jonah Hex that only makes 1/4th of it's budget. A movie that comes very close to breaking even (like Knight and Day) is not even close to being considered a bomb.
1:27PM on 06/29/2010

the mrs HATES cruise and diaz. and it's gotta be a pretty rad movie for me to go alone.

and really, those two kinda rub me the wrong way, too.
and really, those two kinda rub me the wrong way, too.
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+6
1:14PM on 06/29/2010
I wanted to see it but my wife hates cruise and diaz so much she refused to go with me. So we made other plans.

so there's a FACT, not and OPINION on why at least two potential audience members didnt buy a ticket
I wanted to see it but my wife hates cruise and diaz so much she refused to go with me. So we made other plans.

so there's a FACT, not and OPINION on why at least two potential audience members didnt buy a ticket
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+1
1:07PM on 06/29/2010
My thinking is that people thought of this as an average movie. Lackluster reviews don't help, and with most people being disappointed by The A Team, and a slew of other bad summer films, I think that this summer's action films are a disappointment so far. I almost didn't see the film myself, but out of boredom, I went. I kind of agree that the film could of made more money, and I enjoyed it, but I also felt it was kind of an ordinary action film. Im not at all surprised people passed this one
My thinking is that people thought of this as an average movie. Lackluster reviews don't help, and with most people being disappointed by The A Team, and a slew of other bad summer films, I think that this summer's action films are a disappointment so far. I almost didn't see the film myself, but out of boredom, I went. I kind of agree that the film could of made more money, and I enjoyed it, but I also felt it was kind of an ordinary action film. Im not at all surprised people passed this one up, especially since Toy Story 3 is still in theaters.
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1:04PM on 06/29/2010

No Interest At All

I know for me and my friends when we saw the trailer for the first time, we all agreed, it looked awful. Now there was supposedly this positive buzz off the trailer, but I know the theater I was in, you could tell the majority agreed. The movie looked like a big old turd sandwich.
I know for me and my friends when we saw the trailer for the first time, we all agreed, it looked awful. Now there was supposedly this positive buzz off the trailer, but I know the theater I was in, you could tell the majority agreed. The movie looked like a big old turd sandwich.
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12:51PM on 06/29/2010

Why?

Maybe it's because other then in Collateral and Tropic Thunder, Tom Cruise is the same in every movie he ever does, and people are just tired of him. I know I am.
Maybe it's because other then in Collateral and Tropic Thunder, Tom Cruise is the same in every movie he ever does, and people are just tired of him. I know I am.
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3:15PM on 06/29/2010
How so?
How so?
-1
12:46PM on 06/29/2010
I actually will see this in the theater if there is nothing else to see. This movie does look entertaining, and would probably be a good flick to see on the big screen.

Unlike the rest of idiot america who doesn't want to go see a Cruise film because of his 'wacky' ways, I don't give a shit. Cruise is still a great actor, and still has alot to offer. IF anything if keeping me from this flick it is Diaz. IDK if it's just me, but the appeal of her just isn't what she was 5+ years ago.
I actually will see this in the theater if there is nothing else to see. This movie does look entertaining, and would probably be a good flick to see on the big screen.

Unlike the rest of idiot america who doesn't want to go see a Cruise film because of his 'wacky' ways, I don't give a shit. Cruise is still a great actor, and still has alot to offer. IF anything if keeping me from this flick it is Diaz. IDK if it's just me, but the appeal of her just isn't what she was 5+ years ago. She doesn't even look good anymore, and in most recent movies I've seen her in she was just annoying to me.
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12:41PM on 06/29/2010

Q: Why did Knight & Day fail?

A: It wasn't a good movie. Cruise and Diaz had zero chemistry, the plot was a blatant mcguffin and every time the scriptwriters didn't know how to get their heroes out of a situation, they knocked Diaz's character out.
A: It wasn't a good movie. Cruise and Diaz had zero chemistry, the plot was a blatant mcguffin and every time the scriptwriters didn't know how to get their heroes out of a situation, they knocked Diaz's character out.
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12:16PM on 06/29/2010

Also,

how the hell is Peter Sarsgaard not in a trailer? i would've gone for him alone but i didn't know he was in it!
how the hell is Peter Sarsgaard not in a trailer? i would've gone for him alone but i didn't know he was in it!
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12:38PM on 06/29/2010
He is in the trailer.
He is in the trailer.
12:14PM on 06/29/2010

big thing for me

The trailer sucked. It didn't explain to me why Cruise chose this over Salt. It looked like another Mr. and Mrs. Smith, a better Killers, a more tolerable Bounty Hunter and I still didn't want to see it. Heck, I'm not very sure about the entire sypnosis. Cameron Diaz was clueless in one spot, in another she's dual-wiedling pistols on a motorcycle. Uh, no, it doesn't work like that. I think Cruise fits in this role, Diaz..does nothing for me. And that poster is clearly not outlining Diaz's body.
The trailer sucked. It didn't explain to me why Cruise chose this over Salt. It looked like another Mr. and Mrs. Smith, a better Killers, a more tolerable Bounty Hunter and I still didn't want to see it. Heck, I'm not very sure about the entire sypnosis. Cameron Diaz was clueless in one spot, in another she's dual-wiedling pistols on a motorcycle. Uh, no, it doesn't work like that. I think Cruise fits in this role, Diaz..does nothing for me. And that poster is clearly not outlining Diaz's body. Looks more like Rihanna.
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+6
12:08PM on 06/29/2010
Bottm line: I saw the trailer and commercials and I came away thinking "I've seen this movie before". It seems desparate to please, and unoriginal. We know this will be on DVD in a matter of months, so why spend money on something that looks tired in a commercial. This will make it's money back on Blu-Ray and DVD
Bottm line: I saw the trailer and commercials and I came away thinking "I've seen this movie before". It seems desparate to please, and unoriginal. We know this will be on DVD in a matter of months, so why spend money on something that looks tired in a commercial. This will make it's money back on Blu-Ray and DVD
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11:58AM on 06/29/2010
i mean the movie was decent, probably should have made more money. I just think it was bad timing honestly. but yes diaz did bring it down a bit.
i mean the movie was decent, probably should have made more money. I just think it was bad timing honestly. but yes diaz did bring it down a bit.
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+3
11:49AM on 06/29/2010
I was excited to see this movie but ended up disappointed after seeing it. Zero chemistry between Cruise and Diaz, a villian that held no real threat, and action scenes for the sake of action scenes.
I was excited to see this movie but ended up disappointed after seeing it. Zero chemistry between Cruise and Diaz, a villian that held no real threat, and action scenes for the sake of action scenes.
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11:44AM on 06/29/2010

Too many movies looking the same

People keep mentionning Killers but what seems to be forgotten is that the Aniston-Butler vehicle The Bounty Hunter also looked pretty much the same kind of film. K&D was the best of the three by far but too much is too much...

It's obvious that Cruise and Diaz stars don't shine as brightly as they used to but this was the wrong summer to release the film.

P.S.: I don't get why people blame the failure of the film on the quality of it. The problem is that not enough people saw the film;
People keep mentionning Killers but what seems to be forgotten is that the Aniston-Butler vehicle The Bounty Hunter also looked pretty much the same kind of film. K&D was the best of the three by far but too much is too much...

It's obvious that Cruise and Diaz stars don't shine as brightly as they used to but this was the wrong summer to release the film.

P.S.: I don't get why people blame the failure of the film on the quality of it. The problem is that not enough people saw the film; they can't complain about something they didn't see!
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11:23AM on 06/29/2010
The movie star is dead. Studios still think if you flash big names on a screen that people will flock to the theaters. People want more bang for their buck nowadays. Now with the ticket prices growing more and more by year, people are now going to the theaters for good stories and interesting ideas and not big names attached to whatever is out there. The movie audience is fickle. "Avatar," "Clash of the Titans," "Alice in Wonderland," "Toy Story 3," "Iron Man 2," they didn't make money because
The movie star is dead. Studios still think if you flash big names on a screen that people will flock to the theaters. People want more bang for their buck nowadays. Now with the ticket prices growing more and more by year, people are now going to the theaters for good stories and interesting ideas and not big names attached to whatever is out there. The movie audience is fickle. "Avatar," "Clash of the Titans," "Alice in Wonderland," "Toy Story 3," "Iron Man 2," they didn't make money because of the actors, but because of the ideas and the concepts and the special effects. But there are exceptions since "Kick Ass" pretty much tanked.

It's an odd turning of the tide these days that's for sure. Movies that would have blasted the box office raking in oodles of cash are now just bombs. Back in the Mission Impossible days, "Knight and Day" would have been a top grosser for the year. And now it's nothing. Cruise and Diaz are also just passe people whose own appeal wore out a long time ago.

People are sick of being taken for granted. They want every dollar's worth and soon studios will begin to realize this.
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11:34AM on 06/29/2010
KICK-ASS didn't tank at all. It made $95 million with a $28 million dollar budget.

It made back over 3 times it's value. That's a big success, especially from how controversial it was.
KICK-ASS didn't tank at all. It made $95 million with a $28 million dollar budget.

It made back over 3 times it's value. That's a big success, especially from how controversial it was.
1:11PM on 06/29/2010
the movie star is dead exception: Will Smith.
and if director count I'd put Nolan on the movie star list too.
the movie star is dead exception: Will Smith.
and if director count I'd put Nolan on the movie star list too.
11:14AM on 06/29/2010
I agree with the previous comments. The reason this movie didn't succeed is probably because marketing executives continue to underestimate the filmgoing crowd, and fail to realize that no matter how much star power or marketing a film has... if the story and characters aren't interesting enough, people won't relate to the film and won't see it. It probably would have been more successful if it was actually a better film - It's as simple as that!
I agree with the previous comments. The reason this movie didn't succeed is probably because marketing executives continue to underestimate the filmgoing crowd, and fail to realize that no matter how much star power or marketing a film has... if the story and characters aren't interesting enough, people won't relate to the film and won't see it. It probably would have been more successful if it was actually a better film - It's as simple as that!
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11:13AM on 06/29/2010
Audiences are tired of the castrating of the action genre. Plus, people are tired of Cameron Diaz and Tom Cruise.
Audiences are tired of the castrating of the action genre. Plus, people are tired of Cameron Diaz and Tom Cruise.
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11:11AM on 06/29/2010

FLAT

The story was flat, no one had chemistry and finally the villain was boring.The main plot of the film was a known failure since Chain Reaction and The Saint. People don't care about it.
If your going to put an actress known for her hot body and cool smile please give us a good tease. Would it hurt to show some skin and kisses? What Happened in Vegas at least used Diaz in a sexy light.Cruise was giving a repeat performance of MI:2.
Also before anyone blames the posters and artwork, think of
The story was flat, no one had chemistry and finally the villain was boring.The main plot of the film was a known failure since Chain Reaction and The Saint. People don't care about it.
If your going to put an actress known for her hot body and cool smile please give us a good tease. Would it hurt to show some skin and kisses? What Happened in Vegas at least used Diaz in a sexy light.Cruise was giving a repeat performance of MI:2.
Also before anyone blames the posters and artwork, think of the silliness in giving a release date same as Toy Story 3.
A Team suffered the same fate as it should have been released much earlier than that.
Also this film was seriously over the top with the humour and Cruise who is very convincing most of the time is just out of place here trying to act cool.
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+0
10:50AM on 06/29/2010

hmmm

all i saw was one trailer and it looked like a big budget action comedy that aired a bit on the silly side. If that's not what this movie actually was then i can it not doing well.

I think Cruise being in it only hurt it more in the sense that it probably traveled by word of mouth a lot quicker taht hte movie wasn't what the trailers were making it out to be.
all i saw was one trailer and it looked like a big budget action comedy that aired a bit on the silly side. If that's not what this movie actually was then i can it not doing well.

I think Cruise being in it only hurt it more in the sense that it probably traveled by word of mouth a lot quicker taht hte movie wasn't what the trailers were making it out to be.
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10:46AM on 06/29/2010
There just doesn’t seem to be anything special about this film. There’s nothing in the trailer that stood out or looked interesting enough to make me want to shell out ten bucks. The whole trailer seemed to scream that the film was designed to revive the careers of two once popular actors who are now past their prime. “Hello audience. Remember Tom Cruise and Cameron Diaz? You used to love them! They’re still hip and relevant and good-looking and they’re on a motorcycle and shoot stuff – that’s
There just doesn’t seem to be anything special about this film. There’s nothing in the trailer that stood out or looked interesting enough to make me want to shell out ten bucks. The whole trailer seemed to scream that the film was designed to revive the careers of two once popular actors who are now past their prime. “Hello audience. Remember Tom Cruise and Cameron Diaz? You used to love them! They’re still hip and relevant and good-looking and they’re on a motorcycle and shoot stuff – that’s cool, isn’t it? Hello? Hello?"
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10:37AM on 06/29/2010
I think the studios are still committing some fatal errors when it comes to casting for their big blockbusters. Some of the go-to people they typically use (i.e. Diaz for starters) just don't draw the audience like they used to. That and the premise for the movie was extremely similar to something released right around the same time.
I think the studios are still committing some fatal errors when it comes to casting for their big blockbusters. Some of the go-to people they typically use (i.e. Diaz for starters) just don't draw the audience like they used to. That and the premise for the movie was extremely similar to something released right around the same time.
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10:34AM on 06/29/2010
In the end, this movie just didn't look all that great, plain and simple.

And Cameron Diaz is one of my very least favorite actresses ever.
In the end, this movie just didn't look all that great, plain and simple.

And Cameron Diaz is one of my very least favorite actresses ever.
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10:30AM on 06/29/2010

F Killers

I really liked Knight and Day, I thought Cruise was great in it, Diaz wasn't annoying like she can sometimes be, but yeah, i do think Killers hurt this movie. And whoever decided on the release date should be shot.
I really liked Knight and Day, I thought Cruise was great in it, Diaz wasn't annoying like she can sometimes be, but yeah, i do think Killers hurt this movie. And whoever decided on the release date should be shot.
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10:27AM on 06/29/2010

Unoriginal

I haven't seen either one, but based on the trailer alone, Knight & Day looked exactly like Killers. The trailer was nothing great and these days a good trailer is a big part of what puts asses in the seats. Ticket prices seemed to have been jacked up once again this year and people are expecting more story along with more bang for their buck.
I haven't seen either one, but based on the trailer alone, Knight & Day looked exactly like Killers. The trailer was nothing great and these days a good trailer is a big part of what puts asses in the seats. Ticket prices seemed to have been jacked up once again this year and people are expecting more story along with more bang for their buck.
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10:22AM on 06/29/2010

Personally...

... I actually wanted to see the film. But I honestly think the over-saturation of movies like this - the horrible "Killers", and the upcoming "Salt" stole some of the thunder from Knight and Day. All of the sudden we were inundated by all of these spy movies and it created an opposite effect. Not to mention opening between Karate Kid and Toy Story 3... maybe people were "movied out" and just wanted to grill that weekend. Also, it didn't hit with the critics (54% on RT). Put all those things
... I actually wanted to see the film. But I honestly think the over-saturation of movies like this - the horrible "Killers", and the upcoming "Salt" stole some of the thunder from Knight and Day. All of the sudden we were inundated by all of these spy movies and it created an opposite effect. Not to mention opening between Karate Kid and Toy Story 3... maybe people were "movied out" and just wanted to grill that weekend. Also, it didn't hit with the critics (54% on RT). Put all those things together and I think you start to have an idea on why it failed.
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+1
10:13AM on 06/29/2010
well it certainly looked highly unique + original
with the whole true lies//mr + mrs smith/killers angle.
well it certainly looked highly unique + original
with the whole true lies//mr + mrs smith/killers angle.
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10:05AM on 06/29/2010

Cameron....

I said this as well in my first post on this. Like everyone else is saying, when people see Cameron Diaz in a movie, they stay away. No question.

It makes me wonder why the cast her in THE GREEN HORNET.
I said this as well in my first post on this. Like everyone else is saying, when people see Cameron Diaz in a movie, they stay away. No question.

It makes me wonder why the cast her in THE GREEN HORNET.
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10:03AM on 06/29/2010

Saw it last night...

I don't understand why people aren't seeing this. It should be marketed as Tom Cruises return to comedy with action.

But after seeing it I didn't quite like it as much as I thought. The characters were different people by the end of the movie (and not in that cliche way) I mean TC was this crazy and funny guy the first 40 minutes and the rest it was all serious like he had fallen out of one movie and into another. There was no direction as to if his character was to be taken too seriously or
I don't understand why people aren't seeing this. It should be marketed as Tom Cruises return to comedy with action.

But after seeing it I didn't quite like it as much as I thought. The characters were different people by the end of the movie (and not in that cliche way) I mean TC was this crazy and funny guy the first 40 minutes and the rest it was all serious like he had fallen out of one movie and into another. There was no direction as to if his character was to be taken too seriously or too comedic. Also the story was jumbled and uninteresting.

Also Cameron Diaz is a box office curse.
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10:05AM on 06/29/2010
Oh and I don't get what the Day part of the title means...
Oh and I don't get what the Day part of the title means...
+1
9:51AM on 06/29/2010

Bad timing and...

...you're not taking an 8 year old to this film. Summer movies with animation and super heroes are the ones that crank because for every ticket sale to a child add another for the adult accompanying them. Still love Cruise and I will see it.
...you're not taking an 8 year old to this film. Summer movies with animation and super heroes are the ones that crank because for every ticket sale to a child add another for the adult accompanying them. Still love Cruise and I will see it.
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9:44AM on 06/29/2010

Cameron Diaz

that's what did it (or didn't do it?) for me. plus the seemingly odd film title didn't help either. if it was Tom Cruise and another actress, basically any other lead actress, i probably would've given this the time of day...and i still might regardless.
that's what did it (or didn't do it?) for me. plus the seemingly odd film title didn't help either. if it was Tom Cruise and another actress, basically any other lead actress, i probably would've given this the time of day...and i still might regardless.
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9:57AM on 06/29/2010
Same here, I just REALLY don't like Diaz.
Same here, I just REALLY don't like Diaz.
9:44AM on 06/29/2010

This Quote Got Me

"...the original trailer, attached to prints of AVATAR, confused audiences..."

I understand this. Even though that trailer didn't phase me, I can understand how it could have been deemed "confusing".

That being said, the masses need to wake up. Not all films are going to be spoon-fed to you. I'm not defending K&D here - because of the fact that it is more or less a Hollywood cookie cutter film - but the ads were "confusing"? Really?
"...the original trailer, attached to prints of AVATAR, confused audiences..."

I understand this. Even though that trailer didn't phase me, I can understand how it could have been deemed "confusing".

That being said, the masses need to wake up. Not all films are going to be spoon-fed to you. I'm not defending K&D here - because of the fact that it is more or less a Hollywood cookie cutter film - but the ads were "confusing"? Really?
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10:20AM on 06/29/2010
I completely agree, I hate going to test screenings and having to hear the focus group say horribly stupid things about the film.

In a focus group for movie trailers I was in at Warner Bros. regular people were saying that the trailer for Hangover was confusing...

I couldn't believe how stupid people are getting, or maybe they lack the attention span to follow a trailer nowadays. Whatever.
I completely agree, I hate going to test screenings and having to hear the focus group say horribly stupid things about the film.

In a focus group for movie trailers I was in at Warner Bros. regular people were saying that the trailer for Hangover was confusing...

I couldn't believe how stupid people are getting, or maybe they lack the attention span to follow a trailer nowadays. Whatever.
+4
9:43AM on 06/29/2010
I think the problem lies in two things: first, Toy Story 3. secondly, I don't think hardly anyone knew that this movie came out, or they hadn't heard of it at all. when is the last itme you could say that about a Tom Cruise movie? I took the family to see it last night and we all really enjoyed it. seemed like the audience we saw it with did as well. I am thinking it will get good word of mouth and (hopefully) catch on.
I think the problem lies in two things: first, Toy Story 3. secondly, I don't think hardly anyone knew that this movie came out, or they hadn't heard of it at all. when is the last itme you could say that about a Tom Cruise movie? I took the family to see it last night and we all really enjoyed it. seemed like the audience we saw it with did as well. I am thinking it will get good word of mouth and (hopefully) catch on.
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9:41AM on 06/29/2010

Tom's career is fine....

I happened to love KNIGHT & DAY but it must be stated that the movie was marketed horribly. The release dates were always changing, the poster is a major factor as it's boring and tell's you nothing about the story, Cameron Diaz doesn't have a great track record for attracting big audiences anymore, the trailer had a confusing explanation of the plot (I wasn't confused but I know people who were), etc.

Everyone must also remember that it released against two major weekend contenders which
I happened to love KNIGHT & DAY but it must be stated that the movie was marketed horribly. The release dates were always changing, the poster is a major factor as it's boring and tell's you nothing about the story, Cameron Diaz doesn't have a great track record for attracting big audiences anymore, the trailer had a confusing explanation of the plot (I wasn't confused but I know people who were), etc.

Everyone must also remember that it released against two major weekend contenders which were "Toy Story 3" and "Grown Ups". Bottom line. Dumb teenagers are all going to see Sandler's new movie for whatever reason and even with an extremely horrid critic and public rating. If "Grown Ups" hadn't released last week, I can guarantee you that "Knight & Day" would have made a shit-load more cause the kids love Cruise as well.

I think the movie would have done much better perhaps in the Fall when there was much less to contend with.

And the reason "Valkyrie" did so bad at the box office is because it was so plagued with production issues and delays that by the time it released, nobody knew about it.
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