THR: Moviegoers, who love Johnny Depp when he sashays on screen as Captain Jack Sparrow in the Pirates of the Caribbean movies, stayed away en masse from his newest film The Rum Diary, in which he plays a fictionalized version of gonzo journalist Hunter S. Thompson.
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I think what went wrong was that they took forever to finally release it, and then only gave themselves a 2 month marketing window between announcing a release date and the date itself.
This type of film really is only going to appeal to a certain audience. The truth is they didn't have the time to market to the audience.
Everyone probably thought it was another Pirates film that's why.
The marketing was limited with a poor trailer. The trailer was just hectic and explained nothing, having no hook.
I plan on going to see it...after all it's Depp. I do know that it's not his typical type movie and he did say that some people would find it a little strange but he did it for his friend that past away because it was kind of an auto biography of some sort in one phase of his life.