THB #6: Box Office Monday

Stop blaming old people and people of color for your marketing flaws

My normal instinct would be to go right at the No Time To Die numbers and contextualize them in the ongoing marketplace, because that is really what matters, a million times more than the weekly horserace.

However… with the wave of clearly placed spin put on the opening - which you know is spin because the same song is being spouted from almost every hymnal - I want to start with that spin.

James Bond came up short because old people won’t go to the movies and young people don’t care about James Bond.

Let’s put aside the complete unreliability of the many companies now angling to be published sources for detailed statistics about the audience that came out. The gold rush for bad analytics is on and it’s more absurd in streaming, but as theatrical rebuilds, expect more companies with bad acronyms and capitals in the middle of their names.

But let’s get back to the reasons Bond opened “just okay.”

As I feel I now say every day… this is not The Weather. This didn’t just happen.

Marketing c…