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

on June 29, 2010 by Phil Contrino

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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