BO MOJO forecast:
This is why it wasn't going to do well:
Prior to Pacific Rim, the only original movie to fill Warner Bros.'s mid-July slot was Nolan's Inception; with stunning sci-fi visuals and a director with geek credibility, it's likely that Warner was hoping for another Inception-level hit. That movie opened to $62.8 million, then held well throughout the Summer to close with over $292 million.
Unfortunately, Del Toro is no Nolan. That's not a knock against Del Toro, or a compliment to Nolan; instead, it's worth remembering that Nolan only reached the point where his name could sell a movie once The Dark Knight (already an established brand) became a sensation in 2008. While Del Toro undoubtedly has a following, his highest-grossing movie to date is Blade II, which earned just $82.3 million in 2002. It's also worth noting that Inception's marketing put highly-bankable lead actor Leonardo DiCaprio front-and-center, while Pacific Rim's advertising barely features its recognizable (but far from bankable) actors.
Without marketable talent, Warner Bros. has instead resorted to building brand awareness from scratch around the title Pacific Rim. Commercials begin by showing the title, then include the title in Twitter hashtag form throughout, then of course conclude with the title once again. In between, the advertisements showcase stylized robot vs. monster action that resembles a mix between Transformers and Godzilla. This has gone a long way to establishing awareness, at least—audiences clearly know a monsters vs. robots movie called Pacific Rim is coming out this weekend.
The big question now is whether or not that movie has much appeal with average moviegoers. Younger males are undoubtedly already sold on it, though that demographic can only take a movie so far. With CGI-heavy visuals and indistinguishable human characters, it's tough to imagine many women are on board, though recent advertisements have attempted to counter that a bit with some self-aware humor.