The Flash: Warner Bros. Sells Movie Without Ezra Miller Help

In late August 2022, Ezra Miller met with Warner Bros. film chairs Michael De Luca and Pamela Abdy to discuss their upcoming film, The Flash.

This meeting came after a tumultuous period for the actor, marked by legal issues and negative publicity that put the movie’s production at risk.

Just a few weeks earlier, Miller had publicly apologized for their actions, which included trespassing and a physical altercation captured on video, citing mental health challenges.

The pressing question at that August meeting was whether Miller could maintain a trouble-free and low-profile existence long enough for The Flash to safely make its way to the big screen.
Now, ten months later, it appears the answer is yes. Miller has managed to avoid any further controversies and has effectively stayed out of the media’s spotlight as the film approaches its release date on June 16.

Rather than focusing on Miller, the studio has directed attention towards the film itself, generating high levels of anticipation that some find unrealistic.

CEO David Zaslav and DC Studios co-head James Gunn have openly praised The Flash, even proclaiming it to be one of the greatest superhero movies ever made.

Some at Warner Bros. question the wisdom of setting such lofty expectations, believing that the film’s quality should be determined by audience reception rather than studio claims.

The initial reviews, which were released on June 6, have been positive but not on the level of critical acclaim received by The Dark Knight, widely regarded as the pinnacle of the superhero genre.

Currently, The Flash holds a 72 percent rating on Rotten Tomatoes, surpassing Joker, Warner Bros.’ billion-dollar box office success from 2019, which achieved a 69 percent score.

Warner Bros. faces several challenges that could impact The Flash’s projected opening, which is expected to be in the range of $70 million to $75 million.

Superhero fatigue is a real concern, and the perception that upcoming DC movies, such as Blue Beetle in August and Aquaman and the Lost Kingdom in December, are less urgent due to the studio’s decision to reboot the franchise with new actors under the guidance of DC Studios heads James Gunn and Peter Safran.

It remains unclear how much of this perception is reality. Gunn and Safran have expressed that some actors from the current DC universe may continue in their roles, with Xolo Maridueña’s Blue Beetle being a likely candidate due to his character’s ties to Booster Gold.

Gunn and Safran are also planning a Booster Gold show, where Blue Beetle could potentially make an appearance based on the audience’s reception of the character this summer.

Thus far, Warner Bros. has kept Miller out of the press and instead relied on director Andy Muschietti, producer Barbara Muschietti, and Supergirl actor Sasha Calle as ambassadors for the film.

On June 12, Miller is expected to attend the premiere, which will likely be branded as a fan event without journalists asking questions.

Warner Bros. has prior experience with such hybrid events, as seen with the Fantastic Beasts: The Secrets of Dumbledore premiere in April 2022.

Rather than relying solely on Miller, the studio has sought the endorsement of famous figures, inviting celebrities to advance screenings.

Stephen King, Jaden Smith, and Tom Cruise are among those who have seen the film and shared positive reactions on social media. Warner Bros. has undertaken an extensive screening campaign to generate buzz, with tens of thousands of people having already seen the movie.

Rival studios have taken note of Warner Bros.’ significant spending on advertising, particularly on trailers shown during the NBA playoffs.

One executive estimates that Warner Bros. paid over $14 million to the NBA for these placements, although this figure also includes a spot for the film Barbie, according to a Warner Bros. insider.

“They are spending huge, huge. This is a massive campaign,” says the executive familiar with these rollouts.

Warner Bros. is relying on the popularity of Batman, one of the most iconic superheroes, to attract audiences to The Flash.

The return of Michael Keaton as Batman adds a nostalgic factor that has been heavily emphasized in the film’s promotional campaigns. Keaton even made an appearance at a fan event in London recently.

However, it remains uncertain if this strategy is resonating with the audience. The decision to bring back both Keaton and Ben Affleck as Batman has led to comparisons with the successful Spider-Man: No Way Home, although The Flash was originally scheduled for release prior to that film.

On the other hand, moviegoers might feel like they just saw a Batman movie with Robert Pattinson’s The Batman released in 2022.

Interestingly, Warner Bros. isn’t heavily promoting Ezra Miller’s Flash character due to the challenges associated with Miller’s personal issues.

A rival studio executive commented on this approach, noting that they are avoiding excessive focus on Miller.

Late-night talk shows, which are usually a platform for stars to promote their films, have been affected by the writers strike and are not available for traditional promotional appearances.
This situation may prove advantageous for The Flash, as Miller’s absence from these shows avoids awkward questions surrounding their troubled past.

While the writers strike has impacted the movie industry as a whole, Warner Bros. seems to have been less affected.

According to the rival executive, the strike has hurt everyone equally, but Warner Bros.’ strategy for The Flash seems to be less impacted by the absence of late-night talk shows.

A positive aspect for Warner Bros. is the involvement of filmmaker Andy Muschietti, who has gained popularity at the studio following the success of the It films.

Despite the uncertainty surrounding Miller’s future with DC, Muschietti’s status as a favored director at the studio remains unchanged.

Multiple sources reveal that Muschietti is the top choice to direct the Batman feature film, The Brave and the Bold. However, until a script is developed after the conclusion of the writers strike, there is no formal commitment from the filmmaker.