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Storytelling

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Using Great Storytelling To Grow Your Business. Every two months, I pull together a community of innovators.

Using Great Storytelling To Grow Your Business

We meet somewhere in New York City, usually a boardroom overlooking a park or cityscape. But last month we all found our way into an acting studio operated by The TAI Group to learn about storytelling. Andrew Stanton: The clues to a great story. The Inside Story of How John Carter Was Doomed by Its First Trailer.

This weekend, eight months of indifferent and often confused chatter culminated in Disney's John Carter — which cost just shy of $250 million to make — grossing only $30.6 million domestically.

The Inside Story of How John Carter Was Doomed by Its First Trailer

(Insiders tell Vulture that for the film to break even, it would have had to have opened at nearly twice that amount.) The reviews were the very definition of middling, with a 53 rating on Metacritic.com, and yet critics rarely doom a family-targeting blockbuster this big: Just a week earlier The Lorax got a 47 Metacritic rating and grossed $70.2 million in its debut weekend, and another $39.1 million this weekend. No, this high-leaping hero was grounded from the moment the movie's first disastrously impotent, muddled, and largely action-and-effects-free teaser trailer debuted last July and left audiences saying, "What was that?

" By the time its not-much-better Super Bowl ad played, the film had become a punch line — to those on whom it managed to make any impression at all.