Reaction
Fox hired Terry Erdmann (Blue Blaze code name "Silver Fox") and a team of publicists including Blake Mitchell and Jim Ferguson to promote the film at Star Trek conventions with a few film clips and free Banzai headbands, which have since become highly-sought-after collector's items by fans of the film. The studio made no attempts to sell the film to a mainstream audience with traditional promotion, although there was some magazine advertising (primarily in Marvel Comics) and related licensing which served as viral advertising in limited venues. Studio publicist Rosemary LaSalmandra said, "Nobody knew what to do with Buckaroo Banzai. There was no simple way to tell anyone what it was about — I'm not sure anybody knew".
Buckaroo Banzai was originally scheduled to be released on June 8, 1984 but was pushed back to August 15. It opened on 236 screens and faced stiff competition against the likes of Star Trek III: The Search for Spock (also featuring Banzai co-star Christopher Lloyd), Indiana Jones and the Temple of Doom and Ghostbusters. It made USD $620,279 on its opening weekend before finally grossing $6.2 million in North America.
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Famous quotes containing the word reaction:
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—Eleanor Robson Belmont (1878–1979)
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