Western Vernacular

Lone Ranger
The Lone Consensus
For box office watchers, last month’s failure of The Lone Ranger offered an opportunity for city slicker schadenfreude and quick-draw conclusions. Boasting a combined production and marketing cost somewhere in the neighborhood of $400 million, The Lone Ranger has no absolutely chance of turning a profit or kick-starting a new summer franchise. Nevertheless, its failure hardly imperils the future of its studio, as prior runaway productions like Cleopatra and Heaven’s Gate once threatened to do. Industry consensus says that Disney will simply take a nine-figure write-down and steer clear of committing that much money to an unproven brand again, at least for a while. (The same lesson was presumably learned last year in the wake of John Carter, but The Lone Ranger had already left the station.)

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