Sunday, May 18, 2008
'Speed Racer' Sputters, Raising Promotional Issues
Will Warner Bros. Find a Way to Appease Marketers Who Partnered With the Blockbuster Gone Bust?
Speed Racer" was meant to be one of the summer's brightest vehicles, a resplendent return to form for the billion-dollar "Matrix" visionaries Larry and Andy Wachowski. It was also intended to recast the infamous blood-and-bullets Joel Silver, of the wildly profitable "Die Hard" and "Lethal Weapon" film franchises, as a kid-friendly producer. And, finally, "Speed Racer" was to have been another perfect summer thoroughbred for consumer brands -- including McDonald's, Target, General Mills, Lego, Yokohama tires, Esurance and Puma -- to climb onto.
In the end, it would do none of those things.
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