Video hurts ‘A Dog’s Purpose’
Marketers would describe A Dog’s
Purpose as a film with “fourquadrant” appeal, meaning it’s likely to draw moviegoers of both genders, young and old. Based on a bestselling book and told from a dog’s perspective, it’s a feel-good story for animal lovers of all kinds.
Which is why a video leaked last week of a frightened dog, a German shepherd named Hercules, apparently forced into rushing water during the making of the film is so damaging to its opening box-office prospects this weekend: It alienates, even offends, its very audience.
“Sometimes a controversy can help you, but this isn’t one of those cases,” said Gitesh Pandya, editor of boxofficeguru.com.
Since a video surfaced Jan. 18 on TMZ.com and quickly went viral, fallout has been extensive, including: People for the Ethical Treatment of Animals has called for a boycott; producer Amblin Entertainment canceled a press day and premiere; the film’s star Dennis Quaid went on TV calling the leaked video “a scam;” Josh Gad, who lends his voice to a dog in the film, issued a statement on Twitter saying he has asked the studio and production team for an explanation of what he calls “disturbing images.”
“No matter how the film performs this weekend, there is virtually no way to accurately quantify how the ultimate gross receipts for the film may have been impacted by the negative publicity,” said Paul Dergarabedian, senior media analyst for box-office tracker comScore. “Social media chatter has been very strong for this film and so it’s definitely on the radar for more people who might not have otherwise been aware of the movie.”
On Wednesday, the studio shared with reporters more than 10 minutes of raw footage that shows Hercules eagerly jumping into the water from the front and left of the pool, but resisting when the trainer wants him to enter from the right side. It also shows trainers and crew surrounding the pool.
Amblin and Universal released a joint statement last week, which read in part: “While we are all disheartened by the appearance of an animal in distress, everyone has assured us that Hercules the German Shepherd was not harmed throughout the filmmaking.”