If anyone didn’t know DreamWork’s How to Train Your Dragon came out this weekend, you clearly haven’t watched television in the last two months. The unprecedented marketing blitz during the Olympics – including controversial product placement tied in with the sports broadcasts themselves – was rather overwhelming and, in my opinion, off-putting. It doesn’t help that the movie just didn’t look that good. Regardless, the marketing expenses for this family film had to be huge – and How to Train Your Dragon didn’t open huge.
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