Communities Dominate Brands: New Line Cinema will learn this the hard way ..

Great post by Ajit at Opengardens on Peter Jackson not being given the job to direct the Hobbit because of a commercial dispute, much to the ire and frustration of the Lord of the Rings community.

Now, that the Lord of the Rings is a success by any standards(you can’t argue with three Academy awards!); New Line does not want to use Peter Jackson to create the Hobbit (the prequel to the Lord of the Rings)

This decision is based on an existing commercial dispute. The commercial dispute is understandable – but it seems that the lawyers have won the day.

In my view, The Hobbit (and for that matter other prequels) based on the Lord of the Rings cannot be made without the involvement of Peter Jackson.

Ajit points us to Let the Hobbit happen which is 300 sites campaigning on behalf of Peter Jackson.

And also a call to arms to the hobbit community

With the revelations from Peter Jackson's letter to TheOneRing.net, the only way we are going to reach our goal of having a live-action version of 'The Hobbit' from Peter Jackson and his team, is by keeping after the studios who own the rights: New Line Cinema and MGM/UA. We must continue to send letters and postcards to these people. The addresses can be found on the left side of this page.

Ajit then points out

More importantly, the rate at which communities dominate brands has also dramatically increased due to two factors : blogging and mobility

Here is one example:

Even as early as 2003, movies like the Hulk bombed spectacularly The rate of decline is particularly memorable because as per this article quoting Nielsen statistics

Ticket sales tracking firm Nielsen EDI is reporting that this Summer's major releases have fallen an average of 51 percent between their first week and their second, an increase of 11 percent over five years ago. "The Hulk" this year suffered a 69.7 percent drop, "Charlie's Angels: Full Throttle" fell 62.8 percent, and "Gigli" plummeted by a record 81.9 percent.

This was in 2003.

And what was the reason behind the dramatic fall in the very first week?

Apparently, in many cases in the UK, teenagers were texting from inside the cinema while they were watching the movie that the movie was no good(to put it mildly!)

Nice one Ajit. Read the rest of Ajit's post here

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