Marketing Method: Jurassic World

The Red Rings of Redemption

Fourteen years ago, Jurassic Park III hit theaters (yes, you are that old). The film received mixed reviews with many people calling it more fun than The Lost World… but also more stupid. The “they’re not monsters, they’re animals” approach championed by Steven Spielberg was gone, replaced instead with “here’s a new dinosaur… bigger and more terrible than T-Rex.” Granted, Jurassic Park III never pretended to be anything more than a simple thrill ride, just watch the trailer:

Three big things to take away from that trailer: 1. Dr. Grant is back!!!!!!! 2. Raptor intelligence. 3. New dinosaur – bigger and meaner than Tyrannosaurus.

While some enjoyed this approach, it is worth noting that Jurassic Park III was both the worst reviewed critically of the series (49% on Rotten Tomatoes and 42 on Metacritic) and the least profitable. The film grossed only 368 million with a 93 million…

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