Published: July 8, 2014 at 6:38 AM.
Edited: July 8, 2014 at 6:49 AM
GotG is a bit of a niche property for Marvel/Disney, which is reflected in the August release date. I think the movie will do strong business, simply because this summer has been pretty pathetic on the movie front, and audiences are dying for something to like. However, a $200 million late summer release doesn't translate into a marketable franchise. The Avengers is still Disney's trump card at this point, and while GotG exists in the same universe, those characters pale in comparison to the popularity of The Avengers.
It's not that there aren't great directors out there making great movies, it's just studios are unwilling to bankroll a production that has any risk. That is why we're seeing so many sequels, spin-offs, and big franchise movies. Even the young, talented, and risk-taking directors, are getting sucked into the studio vacuum to sign on for big franchise pictures, which is essentially neutering their creativity.
I think Disney has done a great job marketing the film so far. They've kept much of the content under wraps, a difficult chore in the sci-fi world. I don't think there's anyone out there confusing GotG with previous films using the word "guardians". I do think Dreamworks made a big mistake with Rise of Guardians (holiday heroes), because is was a CGI animated film with a similar target audience to Legend of the Guardians (owls), and backed themselves into a corner. Legend of the Guardians was actually a pretty good film, but few saw it because they thought it was another silly CGI owl movie. The same cannot be said for GotG. They have a huge built in fan base for this movie, and all of the marketing has demonstrated that it has nothing to do with the previous 2 "guardians" movies.