We take a look back at how Universal promoted one of the first Marvel movies…Howard the Duck.
One might say thatHoward the Duckis one of the most(unfairly) maligned films of the 1980s.
So why was it such a bomb?
Lets take a look… the Dark Overlord brutally executes a state trooper).
(Unless your film is actively courting the fetish/furry subculture).
As a hodgepodge of so many genres,Howard the Duckwas a tough sell to say the least.
Making matters worse is the appearance of Howard himself.
Therefore, the decision was made to hold back the appearance of Howard as long as possible.
Their solution to this dilemma?
By focusing on his attitude instead of his appearance.
Thus, the Duck Calls phone line was born.
Believe it or not, this wasnt the oddest way Universal tried to market the film.
Then there was the soundtrack.
A huge part ofHoward the Ducks enduring appeal is Thomas Dolbys soundtrack to the film.
But did you realize there was actually a music video made for the Howard the Duck theme song?
Once again, Universals hesitance to show off their lead is on display.
Universals lack of confidence inHoward the Duckalso resulted in there not being much merchandise based on the film.
So here we are, over 30 years later and Howard the Duck is suddenly a viable property again.
