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Contrary to Popular Belief, Hiccup and Toothless Have Not Killed DreamWorks

Contrary to Popular Belief, Hiccup and Toothless Have Not Killed DreamWorks

Reading the news, blogs and
opinions, you would think that DreamWorks Animation was dead and truly buried,
or at least preparing for a visit to the morgue. Sensationalism on the part of
the media has naturally played a part; even the prospect of blood has them
circling the hypothetical corporate corpse.

Nothing could be further from the
truth however; DWA remains in business, and in any case, HTTYD 2 has barely
even begun its (hopefully) long commercial life. So it didn’t make a profit on
the first weekend. Is that really the end of the world? The first film didn’t
either and it ended up doing just fine with a healthy domestic gross
supplemented by similarly robust international figures.

There was much less gruff about
the first film wasn’t there? While that film did have the ability to boast of
being number one at the box office, the real talk centered on the fact that it
performed below the previous DreamWorks film, Aliens Vs. Monsters and that it
did so despite the massive marketing effort from the studio proved the film
itself was somewhat lacking. As an interesting side-note, a healthy chunk of Box
Office Mojo’s discussion
is about
3-D ticket sales. Remember when those were the future?

We all know how things turned out
in the end; word of mouth suddenly
proved to be a rather influential marketing tool that almost certainly saved
the pride of the film and its studio. Prospects seemed to turn around
overnight, with not one, not two but three Dragons sequels
announced not long afterward.

That was 2010 though; an age in
the entertainment business. The 2014 film not only had higher expectations to
meet from the audience, but also from just about everyone else with a piece of
the pie. That means the  toy licensees,
investors, distributor FOX, and or course, the studio itself. Clearly plenty of
those people are feeling a bit disappointed about now, but it isn’t the end of
the world; far from it.

Which means it’s all the more
dishearting to read headlines like: “DreamWorks Crushed On ‘How To Train Your Dragon 2’ Disappointment”. I’ll spare you the ones from the Wall St sites. Could the
films have performed better? Absolutely! Yet the reaction to such
underperformance has certainly ramped up since the more significant $83 million the studio was forced to write down from Rise of the Guardians in early 2013 and the layoffs that
followed. That film continues to cast a bit of a shadow over the studio but the
effects will have been shrugged off by now and in any case, there’s diversity
afoot! 

You’d have to be blind not to
notice that DreamWorks has been busy diversifying as of late. They’ve snapped
up AwesomnessTV, launched their own YouTube channel and and have been one of
the more voracious of the larger producers to partner with Netflix on original
content.

All this means that DreamWorks
isn’t just in robust financial health, but also on a more solid footing when it
comes to creative sources. Their reliance on features and all the risks that
entails became all to obvious after Rise of the Guardians, so they did the
sensible thing and set out to reduce that risk.

So How to Train Your Dragon 2
didn’t quite pop the champagne the same way as the first one. So what? They’ll
weather the storm and continue on their merry way; there’s nothing to worry
about.

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