Marketing spend figures for Ruby Gillman, Teenage Kraken are unavailable, but it certainly feels like this film was sent to its death by Universal Pictures. When the first trailer hit theaters a few months ago, it was an amazing experience; Despite having a full-time job covering film releases, I had no idea this film was on the way and I’ve seen very little publicity for it since.
Animated originals can be hard to sell, but Ruby Gillman, Teenage Kraken director Kirk DeMicco has an earlier hit to his credit with The Croods (still the highest-grossing film of Nicolas Cage’s career). The Croods arguably continued the existing appeal of the neighboring Ice Age series, but Ruby Gillman really struggled to find the right hook. There is something inherently alien about the notion of a colorful society of super-powered Krakens, given that the Kraken has traditionally been thought of as a lone cryptid (hence “the Kraken”) that lurks anciently and mysteriously in the depths. We’ve also been pretty spoiled when it comes to animation styles lately – DreamWorks’ own Puss in Boots: The Last Wish is a notable example – and the slick, doughy, Shark Tale-esque look of this film seems nice too be cheap and outdated in comparison.
It’s a shame when an original film flops so badly at the box office, since the market is so flooded with sequels, prequels, spin-offs, and adaptations. Still, “Ruby Gillman, Teenage Kraken” may eventually find a larger audience when it comes to streaming (which, at this rate, could be sooner rather than later).