LOS ANGELES (NYT) - Knights on horseback trotting down Hollywood Boulevard.
Billboards, bus ads, banners at malls and a barrage of TV ads.
Fast-food tie-ins. An online game and a Snapchat stunt.
So many advertising ploys, and yet none of them could save King Arthur: Legend Of The Sword from becoming the first colossal failure of the summer movie season.
The poorly reviewed film - costing roughly US$300 million (S$420 million) to make and market worldwide - took in about US$14.7 million at North American theatres over the weekend.
King Arthur, directed by Guy Ritchie, managed only US$29.1 million overseas, where it played on about 18,000 screens in 51 countries.
Younger audiences in particular showed very little interest, even with Ritchie (Sherlock Holmes) in the director's chair.