Blockbuster CGI movie 'Transformers: Dark of the Moon' has already taken in more money than new romantic comedy 'Larry Crowne' is likely to, as they battle for Fourth of July weekend moviegoers.
Dave Allocca / AP
It’s holiday weekend smackdown time at the multiplex. With “Transformers: Dark of the Moon” in one corner and “Larry Crowne” in the other, it’s officially machines versus movie stars. And from budgets to audience buzz, things are looking bleak for the flesh-and-blood icons.
“Movie stars are not driving films so much anymore,” he says. “It’s the concept, the special effects, and – more and more – the marketing departments of the film studio calling the shots.”
The event has begun to replace the story or the star, says Dustin Morrow, an independent filmmaker and professor at Temple University in Philadelphia. “More money is spent on marketing than making films now, so the focus is the campaign rather than the film,” he says.