Disney launches 2-for-1 ticket deal to rescue John Carter

Disney has emailed out a two-for-one voucher, which is valid at Odeon, Vue, Cineworld, Showcase, Apollo or Empire. It is understood the voucher has gone to Disney's entire UK database of around 800,000 subscribers.

The Disney/Pixar film, which cost a reported $250m (£160m) to make and an additional $100m (£60m) to market, proved a resounding flop at the US box office after its release on 9 March.

It is a fantasy adventure based on the series of books written by Edgar Rice Burroughs, about an American Civil War soldier who is transported to Mars.

In its first two weeks it grossed just over $56m (£36m) in the US.

In a statement last week, Disney said: "In light of the theatrical performance of John Carter ($184 million global box office), we expect the film to generate an operating loss of approximately $200 million during our second fiscal quarter ending March 31."

In the UK, it narrowly topped the box office on its first weekend (Friday 9 March to Sunday 11 March), grossing nearly £2m, and came fourth on its second weekend with nearly £1m, according to figures from cinema ad sales house DCM.

Disney will be hoping for more success with its other big-budget movies due for release later this year, including 'The Avengers' in May, and 'Brave', set to be released by Disney Pixar in June.

Follow Nick Batten on @NickBatten2

This article was first published on marketingmagazine.co.uk