'Sorcerer's Apprentice' Trails Other July Releases in Online Activity

on June 29, 2010 by Phil Contrino
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sorcererapprentice.pngThe most recent WebWatch report for upcoming releases shows that Disney's The Sorcerer's Apprentice may be faring even worse than other tracking reports indicate. Sorcerer's Apprentice represents a paltry .54 percent market share of online opinions, which puts it in 20th place behind other major July releases such as Inception, Despicable Me and Salt.

The Nicolas Cage/Jay Baruchel vehicle isn't doing much better on Facebook, where it also trails Salt and Despicable Me in terms of fan support.

It's a safe bet that lightning is not going to strike twice for the star/director/producer/studio combo that struck gold with the National Treasure franchise. The trailer and posters for Sorcerer's Apprentice are overly dark and brooding for a film that will need to depend on family audiences for success, and the online data is a clear indication that moviegoers just aren't responding as well as they should be at this point in the film's pre-release period. National Treasure's ad campaign had a much more adventurous, care-free tone, and its financial performance reflected that.

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