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Luke Y. Thompson is contributing to Deadline’s coverage of Comic-Com, which runs July 12-15 in San Diego.
We previously mentioned Lionsgate‘s Comic-Con dilemma with promoting Dredd — how to present footage when the star of your panel is The Expendables 2‘s Sylvester Stallone, who starred in the oft-derided previous adaptation Judge Dredd? Now we have their solution — on Wednesday, preview night, they’ll be showing the entire movie, in which Karl Urban (who’ll be introducing the screening in person) plays the title role previously undertaken by Sly, two months ahead of its opening.
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Sometimes this strategy can backfire – Universal screened Scott Pilgrim vs. The World so many times at Comic-Con one year that by the time it came anyone who wanted to see it already had. But Dredd is looking for good word of mouth, as fans who’ve seen the trailer have been comparing it unfavorably to The Raid: Redemption, though this was somewhat defused when that film’s director Gareth Evans tweeted “Dredd looks great, not concerned about similarities. That film was in production around the same time we finished The Raid.”
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Judge Dredd is a tough character for a Hollywood adaptation: a hardass antihero from British comics set in a satirical future America, a borderline fascist cop/judge/executioner who never takes off his face-obscuring helmet. Stallone tried to make him a more traditional action hero, which flopped with fans of the comics; creator John Wagner has endorsed what he’s seen of the new movie so far as being truer to Dredd. Lionsgate is clearly betting fans will feel the same way — and spread the word — once they see the whole thing.
Related: Quentin Tarantino, ‘Iron Man 3′, ‘The Hobbit’, ‘Pacific Rim’ Juice Comic-Con Saturday
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Chris Santos is awesome in this. Small role but good role.
No one cares about the old Dredd movie anyway, it was bad and flopped in the box office. I think this one looks great– can’t wait to see the screening!
Saw this at a screening in LA and LOVE IT. It’s so violent, so manic and so much fun. Karl Urban is the kind of actor this project needed – he’s no diva, but he commands the screen (even from behind the helmet).
OMG I can’t wait to see this. Its apparently sick. Wish I was going to comic con
cant wait. looking forward 2 seeing dredd
Is Danny McBride taking over the Rob Schneider roll?
Nope. I hear it’s CHRIS SANTOS.
Bread roll?
I weep for the future.
“metimes this strategy can backfire – Universal screened Scott Pilgrim vs. The World so many times at Comic-Con one year that by the time it came anyone who wanted to see it already had.”
I swear to god. It’s like people don’t even know how to count. They maybe showed it to five thousand people. Total. Please think this through. Average ticket price X amount of people who saw it early = please figure out how things actually work in the real world before making an asinine statement like that.
I’m wondering what they could actually do to improve the Stallone version by a whole lot.
Guy in corny helmet runs around bashing skulls with campy dialogue.
Not having Stallone in it has improved it by a mile.
i think it looks like a lot of fun. according to one of the main writers of the comic, it’s pretty bad ass
thought stallones dredd was fine,looking forward to the new one as well,original dredd 95 production design and vfx will be hard to beat,new one has a lot smaller budget but they got the costume right this time also with the helmut staying on this time.
The problems that Universal had with Scott Pilgrim had very little, if anything, to do with Comic-Con. Hell, I *went* to Comic-Con that year and didn’t know that they had more than just one showing that I couldn’t go to, so I saw it at my local theater on opening day.
First problem: Universal’s marketing department so saturated television with ads *before Comic-Con,* that by the time Comic-Con had ended, it *felt* like the movie had hit the theaters that week.
Second problem — and the most important one: it was released in mid-August. I repeat: mid-August. There’s virtually no difference between releasing a movie in mid-August and mid-January, it reads to the audience that the studio is dumping the movie (which means, the studio must think it’s bad). We know that that’s about the time that college students are heading back to the dorms and early-starting K-12 schools are re-opening. Scott Pilgrim was clearly a summer movie, so it should have hit the theaters nationwide no later than the weekend of Comic-Con. Probably would have done fine the second weekend of May, the week after Free Comic Book Day, too.
So let’s put to rest the myth that Comic-Con, rather than Universal’s marketing incompetence, had anything to do with Scott Pilgrim’s commercial failure. It just ain’t true.
Man, I hope this one is good. I almost lost my will to live after the first one.
Looking great. If Chris Nolan can rehabilitate Batman after Schumacher’s campy horrorshow, surely this can do the same for Dredd?
Judge Dredd was obviously one of the influences on Robocop, along with American Flagg and The Dark Knight Returns, so there’s some cinematic potential there. I don’t know if this version will reach that potential, a lot will depend on Urban’s performance, but the fact that they’re showing it early speaks to a certain amount of confidence in the material.
screening at comic con. Ya just ask Scott Pilgrim/Cowboys and Aliens how that turned out for them in the long run