Solo: A Star Wars Story is the most expensive Star Wars movie ever made and it is also the most underperforming Star Wars movie of all time, as it will become the first film in the franchise to lose money.
Wall Street analysts say Solo will lose over $50 million USD and possibly as much as $80 million USD given the rate things are going. The film’s budget came in around $250 million dollars and after a colossal drop in viewership for its second weekend in theaters, the film has barely eclipsed that total with a global box office take so far of $264.2 million USD. Given the film’s enormous marketing budget, however, that figure hardly means Lucasfilm and Disney will be breaking even.
Analysts believe the blame for this is because of its misguided marketing rather than franchise fatigue, given that a full trailer didn’t arrive until three months before the film released.
In related news, the Solo Millennium Falcon could have had a flame decal.