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Hugh Grant Critiques “Dungeons & Dragons” Film’s Marketing Strategy

Actor suggests lack of market research contributed to movie's underwhelming box office performance

Naser Nahandian by Naser Nahandian
2 years ago
in Entertainment, Entertainment News, Movies
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The fantasy film “Dungeons & Dragons: Honor Among Thieves” brought in less money at theaters than expected, according to star Hugh Grant. Now the movie faces hurdles for any sequels.

The movie, based on the popular role-playing game, earned $208 million worldwide. But that was below what the studio wanted to launch a new franchise. Hugh Grant, who played the villain Forge Fitzwilliam, said producers did not do research to see if general audiences wanted a movie about the game. “Why didn’t anyone ask the public?” he asked.

The movie’s target audience of Dungeons & Dragons fans likely enjoyed seeing their favorite game on the big screen. But Grant believes most other moviegoers were not interested in a film about the tabletop role-playing game. This disconnect between fans and casual viewers may have limited box office success.

Even so, the movie was not a total loss. Worldwide ticket sales covered the film’s high budget, needed for visual effects and a star-studded cast including Grant and Chris Pine. But the profit was less than hoped for kicking off more films.

Plans have now changed. A Paramount+ TV series tied to the movie was canceled. And making a sequel faces challenges. With such a big budget required again, the first movie’s box office returns pose a financial hurdle. Some say marketing the next movie differently, like just as a fantasy adventure, could help broader interest.

Despite debuting in theaters, “Honor Among Thieves” has since found fans on the Paramount+ streaming service. If enough viewers watch it there, that post-release success could influence decisions on future projects in the “Dungeons & Dragons” franchise. Chris Pine remains optimistic another film could happen if the numbers add up. But Hugh Grant’s perspective highlights the difficulties these films may face bringing the beloved game to the mainstream.

Tags: ActionAdventureBarry PetersonChris PineDaisy HeadDungeons & DragonsDungeons & Dragons: Honour Among ThievesHugh GrantJohn Francis DaleyJonathan GoldsteinParamount PicturesSophia Lillis
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