According to Deadline, the 49-year-old, his costar Anne Hathaway and the film’s director, Steven Knight, were all reportedly upset that Aviron Pictures did not do enough to market the movie, as they suspended all prints and advertising just before a US press junket. The outlet not only reveals that only nine TV ads were aired, but that Matthew is angry “over feeling like he was duped” about the publicity rollout that he was promised.
The production company originally decided not to comment over the matter, but eventually did respond, putting the blame on the thriller’s bad reviews. “We had the best intentions for Serenity. We were excited for the opportunity to release this uniquely original movie and work with such a stellar cast and talented filmmakers,” they said. “As much as we love this film and still hope it finds its audience, we tested and retested the film — with audiences and critics alike — and sadly, the data demonstrated that the film was not going to be able to perform at our initial expectations, so we adjusted our budget and marketing tactics accordingly.”
The response continued, “Regardless of the spend, it’s next to impossible for an adult-skewing drama to overcome a 23% score on Rotten Tomatoes and a D+ CinemaScore. To have spent more would have been irresponsible to our capital partners and wouldn’t have made prudent business sense for an independent distributor.”
Aviron wrapped things up with, “We have enormous respect and admiration for the talent and all the hard work they put into the film and wish the box office results were better.” Aside from the two mega-stars leading the pack, the movie’s cast also includes acting heavyweights Diane Lane and Jason Clarke. Perhaps the Interstellar star will have better luck with his next film, The Beach Bum. Just please promote it.