I think it was definitely that fox didn't kick in the marketing till a couple weeks before.Same thing happened with Fault, they relied entirely on the pre-built fanbase and twitter buzz that they didn't give it a real advertising campaign, had they actually marketed it could have opened much higher than it did (it opened high, but that Saturday dropped showed the marketing really didn't hit anybody but the fans)And now with Dragon you have the same problem, Fox tried to rely on good will from the first instead of pumping it up as an animated event. It needed to be marketed.Fox needs to learn how to market their movies or they are going to get lost in this new front loaded world of box office.