Seems "Glee" took one entertainment step too many. Fox Filmed Entertainment looked to do what any modern media company with a big valuable asset would do -- eke out a few more shekels, not the least of which would come from a premium 3D ticket price.
The movie -- with a pretty nice wide release on over 2,000 screens -- earned a humble $6 million this past weekend, coming in 11th place among all movies. But, one Fox executive told The Wrap, the studio knew the film wouldn't be a lock, that it could be going into "uncharted waters."
"Glee"'s pedigree wouldn't have signaled this. Even before its premiere a couple of seasons ago, Fox television executives had sold the show highly to critics as the next big thing. And -- rare for such claims - "Glee" delivered big juicy ratings. Next came those music sales, then the concerts.
All that is hard to do in the ever-more competitive entertainment world. And give "Glee" some more credit: It will honor its storyline. Those "Glee" kids entering their senior year this season will need to "graduate" -- that is, leave the show. (Hey, the cast of Disney Channel's "High School Musical" needed to graduate as well. And, mind you, there is already talk of a "Glee" spinoff.)
What went wrong with the movie? While "Glee" has done a lot for Fox in its short history, some critics say fans perhaps didn't need more of the "Glee"-sters singing songs they had already heard on the TV show, via iTunes, or in concert.
Reasons the film might have worked included:
In addition, the "Glee" movie got high review marks.
Next question: What happens to brand "Glee" now?
xxx Clarification to TV Watch for Aug. 16, "Some Networks Should Take More TV Advertising -- And Stop The Kvetching": the AMC show "Mad Men" has been renewed for seasons five and six, returning with new episodes in 2012.