Screen Savers: Superheroes making profitable leap from comic books to movies

Kirk Baird

Monday, April 28, 2003 | 8:16 a.m.

Nearly $2 billion.

That's the combined box-office take of the 10 highest-grossing comic-book movies.

To put it in perspective, with that kind of cash one could buy 200 Picassos or build two five-star mega-resorts on the Las Vegas Strip. Or, even purchase the bankrupt American Airlines.

Is it any wonder, then, why Hollywood loves comic books?

Since the first blockbuster superhero film in 1978, "Superman," studios have made roughly 40 comic-book movies, including sequels.

And two of this summer's most-anticipated films are also based on comic books: "X2: X-Men United," the sequel to the 2000 blockbuster, "X-Men," which opens nationwide Friday; and the eagerly anticipated Ang Lee-directed "Hulk," which opens June 18. In addition, Sean Connery stars in "The League of Extraordinary Gentlemen," which opens July 11.

"There's a built-in audience for films based on well-known or beloved comic-book characters," said Paul Dergarabedian, president of Exhibitor Relations Inc., a box-office tracking firm in Los Angeles.

"Right out of the gate (studios) have an advantage because they have a known quality. The general public knows the character. They have grown up with the character, having read the comic books or seen the TV show, like with the '60s Batman' television show."

Or Spider-Man. First a comic book, then an animated series, then a short-lived '70s TV show, "Spider-Man" the film debuted May 2 to spectacular ticket sales. The Marvel Comics icon set a box-office record for an opening weekend, $115 million, on its way to a $403 million gross, good enough for fifth best of all time.

"Looking at those numbers, any studio exec has to say this is a genre that still has a lot of life in it," Dergarabedian said.

But simply buying the rights to a comic-book franchise and greenlighting the project doesn't necessarily mean a boffo box-office return.

Ask Disney about "Judge Dredd." Or Columbia TriStar about "Supergirl." Or Universal about the legendary flop, "Howard the Duck." Those three films combined for about $65 million total, or about half of the entire budget for "Hulk."

These box-office failures, among other clunkers such as the Shaquille O'Neal's vehicle, "Steel," are proof that not all comic-book movies are created equal.

"Some of those that didn't do well didn't have the highest budgets for writing or special effects," Dergarabedian said. "You need to have a good creative team ... It's also important to have great special effects.

If people are laughing at your movie, it's not going to do well."

And having the luxury of a built-in fan base can also work against a project, especially if the fiercely loyal readers don't agree with alterations made in translating the comic book to a suitable film script.

Apparent screenplay leaks of the latest "Superman" script on the Internet, for example, had fans up in arms over numerous changes to the Man of Steel's legacy, including the suggestion that his Daily Planet pal, Jimmy Olsen, is gay.

Drawing the ire of fans, however, can easily be avoided.

"If you stay true to the characters, to the themes and to the icons of what has kept the fan base alive and active for years, they will respond and expose a broader mass audience, who will respond in a similar way," Kevin Feige, executive vice president of Marvel Studios, said.

"And I think the first 'X-Men' proved it."

Created in 1963 by comic-book icons Stan Lee and Jack Kirby, "X-Men" has become Marvel Comic's most successful comic series, selling more than 400 million copies in the process. (Issues featuring the new line of X-Men, who first appeared in issue No. 94, are some of the most sought-after comics on the planet.)

Still, there was some concern among 20th Century Fox studio execs over how much that popularity would translate to movie ticket sales. Other than the comic book, the only mass exposure the mutants-turned-superheroes had received was from a cartoon series in the mid-'90s.

"That's one of the reasons it took so long to get 'X-Men' to the big screen. We had to convince those in power. There was some hesitancy there," Feige said. "It was an education process, which, to their credit, they listened to and learned from. Eventually, they were as excited about it as we were, which is why it got made."

The studio gamble paid off, however. "X-Men" made nearly $150 million and, in turn, helped pave the way for other Marvel superhero films such as "Spider-Man" and the recently released "Daredevil" (which didn't do too badly itself, with a gross to date of more than $100 million).

With a $75 million budget, "X-Men" looked every bit the summer event film, with spectacular effects that helped bring to the comic book to cinematic life.

And with a $100 million budget, "X2" looks even better.

Just as often, though, the budget necessary to bring a comic book to life can be cost prohibitive.

Marvel's long-in-development "Fantastic Four" film has gone through several script rewrites, in large part due to concerns over the cost to make the movie as written -- $150 million or more. (A previous film version by Roger Corman in 1992, made for around $2 million, was shelved before it could be released. You can find copies at conventions and the like, but word from fans is, don't bother.)

With a more budget-conscious script in the works, however, the "Fantastic Four" movie draws closer to reality, and already has a director, Peyton Reed, on board.

Which is more than can be said of Warner Bros.' latest attempt at mining the "Superman" film franchise. The D.C. Comic hero has an approved script, but no one to film it after director Brett Ratner ("Rush Hour," "Rush Hour 2," "Red Dragon") recently quit, due in large part to casting difficulties -- namely that of the title role.

Eric Favata, creator and webmaster of efavata.com/CBM -- a website solely devoted to comic-book movies -- said of all the movie-related discussion on his site, most talk revolves around the latest rumor in the ongoing saga of the next "Superman" movie.

"At one point we had five actors auditioning for the role of Superman, only to later find out the director has quit, leaving everyone dazed and confused and worried this Superman will never fly," Favata said via e-mail.

Still, he said he believes the Man of Steel will eventually soar at the box office again.

"I still think the movie will be made," Favata said. "Once they nail down an actor to play Superman (which, according to my sources, is Matthew Bomer), they will gather the pieces and start putting the project back together."

In the meantime, he's content with the slate of releases this summer. Favata is predicting big numbers for both "X2" and "Hulk."

"I think 'X-Men 2' will be huge -- and I mean huge. This movie will set a precedent in the film industry, as will 'Hulk.' The computer effects in both of these films will blow the audience away."

Dergarabedian agrees.

" 'X-Men 2' kicks off the summer in a really big way," he said. "The first one was an enormous hit. I think both of them are going to do well."

All of this positive box-office conjecture, of course, is good news to Feige, who is a co-producer of "X2" and an executive producer of "Hulk."

"I don't think anything's guaranteed," he said. "(But) I do think people have finally realized what comic-book readers have known for a long time: If you make it, they will come."

archive