"All weekend, rival studio execs snarked to me about how the Secretariat marketing campaign was 'horrid,' in the words of one. 'The only audience interested was old females, but the print and the spots made it look like an action movie. Where was The Blind Side's spunky female empowerment, the comedy, the romance?' Criticized another, 'I think when you take the beautiful Diane Lane and turn her into a frumpy aged-up woman, you're flirting with danger. Then there's the whole horse thing, which is probably second only to boxing in moviegoing 'who cares?'. Plus, Seabiscuit opened in summer when there was a dearth of adult pictures and it really stood out. This one is awash in a sea of adult movies.'"
Portland's Mike Rich wrote this. I suspected it would bomb when I heard it was being made by Disney, which meant feel good etc, and also because the story didn't have the historical significance of Seabiscuit. So this doesn't surprise me at all.
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