Alice's box office bonanza: 5 theories

How did Tim Burton's Alice in Wonderland defy critical barbs to become a historic, global box office hit?

Is Depp making 'Alice' a hit?
(Image credit: Creative Commons)

While critics lined up to pan Tim Burton's gothic rethink of Alice in Wonderland, moviegoers have lined up to see it ... repeatedly, in some cases. Disney's 3-D extravaganza has shattered global box office records, taking in $210 million in the best-ever opening weekend for a winter release. How did Burton's so-called mediocrity excel at the box office? (Watch an AP report about "Alice"'s box office dominance.)

1. People are craving 3-D movies: Alice's breakthrough was "driven largely by 3-D," reports Ben Fritz at the LA Times. "Virtually every" 3-D Imax screening in the U.S. sold out, reinforcing the new conventional wisdom that audiences are "particularly motivated by the technology." Brace yourself for more films determined to invade your space.

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3. It's the marketing, stupid: Don't forget the "ambitious marketing campaign," says Daniel Frankel at TheWrap.com: As part of its blitz, Disney unleashed an assault on major daily newspaper readers. According to Disney's head of distribution, the studio "kept [its] eye on the ball" and is now claiming the reward.

4. Hmm ... might have something to do with its time-tested star: Critics are irrelevant here, says Anders Bylund at the Motley Fool. It's a film starring Johnny Depp and directed by Tim Burton, based on a "proven blockbuster story," familiar to international audiences in "both film and literature." Don't overestimate the 3-D "phenomenon"—the film's talent and story credentials helped.

5. There wasn't exactly a lot of competition: Alice's success could be a simple as good timing, says Barry Steele at HeyUGuys. So far, 2010 has been a lean year for good movies and—given the "critical mauling" every other new picture received—Alice was bound to succeed by default. Audiences are "starved" for big movies, even if they're bad.