So what happened to John Carter?

In recent years, the fawning New Yorker profile has become the Hollywood equivalent of the Sports Illustrated cover—a harbinger of bad times to come. It isn’t hard to figure out why: both are awarded to subjects who have just reached the top of their game, which often foreshadows a humbling crash. Tony Gilroy was awarded a profile after the success of Michael Clayton, only to follow it up with the underwhelming Duplicity. For Steve Carrell, it was Dinner with Schmucks. For Anna Faris, it was What’s Your Number? And for John Lasseter, revealingly, it was Cars 2. The latest casualty is Andrew Stanton, whose profile, which I discussed in detail last year, now seems laden with irony, as well as an optimism that reads in retrospect as whistling in the dark. “Among all the top talent here,” a Pixar executive is quoted as saying, “Andrew is the one who has a genius for story structure.” And whatever redeeming qualities John Carter may have, story structure isn’t one of them. (The fact that Stanton claims to have closely studied the truly awful screenplay for Ryan’s Daughter now feels like an early warning sign.)

If nothing else, the making of John Carter will provide ample material for a great case study, hopefully along the lines of Julie Salamon’s classic The Devil’s Candy. There are really two failures here, one of marketing, another of storytelling, and even the story behind the film’s teaser trailer is fascinating. According to Vulture’s Claude Brodesser-Akner, a series of lost battles and miscommunications led to the release of a few enigmatic images devoid of action and scored, in the manner of an Internet fan video, with Peter Gabriel’s dark cover of “My Body is a Cage.” And while there’s more to the story than this—I actually found the trailer quite evocative, and negative responses to early marketing materials certainly didn’t hurt Avatar—it’s clear that this was one of the most poorly marketed tentpole movies in a long time. It began with the inexplicable decision to change the title from John Carter of Mars, on the assumption that women are turned off by science fiction, while making no attempt to lure in female viewers with the movie’s love story or central heroine, or even to explain who John Carter is. This is what happens when a four-quadrant marketing campaign goes wrong: when you try to please everybody, you please no one.

And the same holds true of the movie itself. While the story itself is fairly clear, and Stanton and his writers keep us reasonably grounded in the planet’s complex mythology, we’re never given any reason to care. Attempts to engage us with the central characters fall curiously flat: to convey that Princess Dejah is smart and resourceful, for example, the film shows her inventing the Barsoomian equivalent of nuclear power, evidently in her spare time. John Carter himself is a cipher. And while some of these problems might have been solved by miraculous casting, the blame lands squarely on Stanton’s shoulders. Stanton clearly loves John Carter, but forgets to persuade us to love him as well. What John Carter needed, more than anything else, was a dose of the rather stark detachment that I saw in Mission: Impossible—Ghost Protocol, as directed by Stanton’s former Pixar colleague Brad Bird. Bird clearly had no personal investment in the franchise, except to make the best movie he possibly could. John Carter, by contrast, falls apart on its director’s passion and good intentions, as well as a creative philosophy that evidently works in animation, but not live action. As Stanton says of Pixar:

We’re in this weird, hermetically sealed freakazoid place where everybody’s trying their best to do their best—and the films still suck for three out of the four years it takes to make them.

Which only makes us wonder what might have happened if John Carter had been granted a fourth year.

Stanton should take heart, however. If there’s one movie that John Carter calls to mind, it’s Dune, another financial and critical catastrophe that was doomed—as much as I love it—by fidelity to its source material. (In fact, if you take Roger Ebert’s original review of Dune, which came out in 1985, and replace the relevant proper names, you end up with something remarkably close to a review of John Carter: “Actors stand around in ridiculous costumes, mouthing dialogue with little or no context.”) Yet its director not only recovered, but followed it up with my favorite movie ever made in America. Failure, if it results in another chance, can be the opposite of the New Yorker curse. And while Stanton may not be David Lynch, he’s not without talent: the movie’s design is often impressive, especially its alien effects, and it displays occasional flashes of wit and humor that remind us of what Stanton can do. John Carter may go on record as the most expensive learning experience in history, and while this may be cold comfort to Disney shareholders, it’s not bad for the rest of us, as long as Stanton gets his second chance. Hopefully far away from the New Yorker.