Studios Gamble on Hulk's Quick Return

Execs think buzz for June release can overwhelm stink of '03 bust

By Michael Foreman, Newser User

Posted May 9, 2008 6:30 PM CDT

(Newser) – Studio executives are hoping that The Incredible Hulk, due out June 13, will roar in dollar-sign green—and not the sicklier shade of moviegoers still recovering from Ang Lee's 2003 version, the Los Angeles Times reports. Funders Universal and Marvel promise more action in the new version, and bigger names like Edward Norton and Tim Roth.

Universal's last shot at the Hulk franchise made a solid $62 million in its opening weekend, but tanked thereafter due to poor word-of-mouth. To punch up the second installment, the studio drafted director Louis Leterrier, who helmed the action-packed Transporter series. The new Hulk trailer ranks as the most-viewed Universal internet trailer of all-time, said a Marvel Studios rep.

[Images (3)]

[Videos (2)]

Director Ang Lee gives a press conference before the 44th annual Golden Horse Film Awards in Taipei, Taiwan, Saturday, Dec. 8, 2007. (AP Photo/Wally Santana)

Actor Edward Norton answers questions at the Comic-Con convention in San Diego Saturday, July 28, 2007. (AP Photo/Denis Poroy)

The new and improved Incredible Hulk fights to win back fans. (© Universal Pictures) (Universal Pictures)

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The 2003 trailer for Ang Lee's "Hulk" played up the hero's psychological conflict. (© Universal Pictures) (sfilipin01)

The new "Incredible Hulk" trailer ranks as the most viewed Universal internet trailer of all-time. (aaronborg15)

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Studios Gamble on Hulk's Quick Return