Will Dwayne Johnson's 'Hercules' Be Summer's First Box Office Bomb? — forbes.com

If the industry tracking is to be believed, Dwayne Johnson’s Hercules is looking like what amounts to a swing-and-a-miss. The $110 million Paramount (Viacom Viacom, Inc.) production has very little buzz (with much of the talk surrounding Alan Moore calling for a boycott), basically no advance press screenings (some markets are screening the film for critics right as the public Thursday night shows begin), and a rather lukewarm marketing campaign that has failed to entice much interest. Whatever money the film does make this weekend will be entirely due to the box office drawing power of . I’m not here to kick dirt in the film’s face, especially sight-unseen. What’s notable is that if Hercules outright bombs (or severely under-performs in regards to budget) this weekend it will be the first big-budget studio flop of the summer.

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