1. THE NUDE SUIT MAKES WOMEN GO ‘NO THANKS’
It used to be common wisdom that marketing to women was financial suicide, and that if you had two women passing the Betchdel then the testes of all the men in the audience would shrivel and die as they wept in the corner, disgusted and horrified by the revelation that women might be people.
But who knew? Apparently men (well the majority, anyway) aren’t crazed mysogynists, and appealing to the other 50% of the population is profitable. Look at the explosive success of both Frozen and Beauty and The Beast. It should have been obvious that if you’ve got a female lead film with a popular actress, then female audiences should be part of your target demographic. But they alienated them with that stupid naked, fetishistic suit which made no sense whatsoever.
The original Ghost In The Shell movies is a classic, but that naked suit was ridiculous then and the one thing that SHOULD have been thrown to the wayside.
2. IT FORGOT TO TELL A COMPELLING STORY
I’ve read a lot of reviews for this film.While there are plenty of fans upset by the
arse f@cking alterisations this classic recieved, and plenty of others upset by the white washing, there are lots of new viewers who care about neither issue that were just bored.
If you a film’s got an inheritely crowd pleasing idea like sexy vampires or superheroes pummeling each other, then it can get away with lackluster storytelling with the right marketing. GITS didn’t have that luxury, so bottom line is that it needed to be a good movie to make an impression, and this just didn’t cut it.
3. IT KICKED FANS OF THE ORIGINAL IN THE FACE
This was a big problem. It transformed a thoughtful, philosophical sci fi film which asked a lot of deep questions about identity, what makes a person ‘them’, or even ‘male’ or ‘female’ if the physical form is easily discarded- into a generic revenge flick against a Big Mean corporation. It bears more in common with Neuromancer and its heroine Molly Millions than it did to GITS and the goddamned Major.
The only things thing they did to make it connect to the franchise is to include a few cyberpunk elements, recreate a few scenes devoid of the meaning or context of the original, and kept the stupid naked suit. It bore so little resemblence to the spirit of the original, that there was no reason to even make it part of the franchise in the first place.
4. IT MARKED A CYBERPUNK FILM IN 2016
Yeah, timeliness and marketing are everything. Look at Princess and The Frog for instance. Although it had a good story (albeit not an excellent one), it didn’t do as well because it was released at a time when computer animation was in and handrawn animation was being relegated to the small screen. Sure, it cashed in on nostalgia for older viewers, but a nostalgic Disney film isn’t going to appeal to the kids.
This film makes the same error; it looks and feels like Blade Runner. But cyberpunk is a very 90s genre, when we still had no clue what cyberspace was or what the internet were going to turn out like. Giving a film an aesthetic that had its heydey decades ago while bringing nothing new to the table is not a good marketing move.
5. DID YOU NOT SEE THE #OSCARSSOWHITE?
Look, whitewashing has been an extremely contentious issue recently. While most audiences genuinely don’t care that much about whitewashing, the fact is that it is a big hot button issue. So of course, when media outlets that would usually provide free publicity ask questions, they’re all going to centre around that issue . As a result, the only thing people were hearing about the film was its white washing, and that certainly isn’t endearing.
Writers, if you REALLY believed that a non white actress doesn’t hold ‘mass market appeal’, then you could have avoided all this by just creating your own robot film– or derived it from a Western franchise like The Bionic Woman or Terminator.If you did that you could even pretend to be progressive without putting in any work. You’d already get points for having a female action lead.
All you’d need to do from there is include a token Asian and have someone like your now Not!Batou make a very ambiguous statement about his sexuality and voila! You’re now progressive! (actually, he’s tool masculine, that tends to upset people because there has never been a manly gay man ever. Make that Not!Togusa)
But speaking of existing franchises, we also have this problem.
6. PEOPLE ARE GETTING EXHAUSTED WITH ENDLESS SEQUELS AND REBOOTS
Disney are getting away with it (for now) because their reboots are a visually interesting and manage to at least be passable. But overall, the audience is getting tired of reboots. So releasing a film that is (a) mediocre in terms of storytelling (b) unfaithful to the spirit of the source material (c) manages to repel women in spite of being female lead and (d) has a controversy that dominates the talk of the film… you’ve got a box office bomb on your hands.
And that, my friends, is why GITS tanked.