Peter Bart on the Failure of Johnny Depp's 'Passion Project'

For his latest Variety missive, current VP and editorial director Peter Bart zeroes in on the box office failure of Johnny Depp’s The Rum Diary. Released over the Halloween weekend, this Hunter S. Thompson derived entertainment has grossed just $12.5 million domestically and a paltry four million and change internationally.

Bart says that it was not for a lack of PR. He notes that although Depp appeared “marginally comatose” during a special one-hour interview with Larry King, the actor was otherwise enthusiastically willing to subject himself to the nightmarish press junket experience.

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