An ad campaign built solely on 'Schwarzenegger hype' and offering few details of the film's story contributed to Columbia Pictures' Last Action Hero's disa" /> BLOCK-BUST: Too Much 'Hero' Worship in Ads? <b>By Kathy Tyre</b><br clear="none"/><br clear="none"/>An ad campaign built solely on 'Schwarzenegger hype' and offering few details of the film's story contributed to Columbia Pictures' Last Action Hero's disa
An ad campaign built solely on 'Schwarzenegger hype' and offering few details of the film's story contributed to Columbia Pictures' Last Action Hero's disa" />
An ad campaign built solely on 'Schwarzenegger hype' and offering few details of the film's story contributed to Columbia Pictures' Last Action Hero's disa" />

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BLOCK-BUST: Too Much 'Hero' Worship in Ads? By Kathy Tyre

An ad campaign built solely on 'Schwarzenegger hype' and offering few details of the film's story contributed to Columbia Pictures' Last Action Hero's disa

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Where its chief rival for the action blockbuster of the summer, Universal Pictures’ Jurassic Park, took its biggest attraction – vivid depictions of dinosaurs that have long captured the imagination of youngsters – and made that feature the focal point of its ads, Columbia relied on its superstar. Despite an ad expenditure that far exceeded its rival, Columbia’s Schwarzenegger alone wasn’t enough to attract a blockbuster audience.
‘Arnold was overexposed,’ said one theater marketing executive.

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