Those in the industry hoping for Warner Bros. chief David Zaslav to face a setback with the new movie “Coyote vs. Acme” might want to be cautious—think falling anvils.
This live-action and animated hybrid is finally set to debut in theaters this Friday, after a tumultuous journey. Warner Bros. had initially shelved the film in November 2023, opting for a $30 million tax write-off, before eventually allowing the filmmakers to look for other distribution options.
In March 2025, Ketchup Entertainment acquired the film rights for $50 million.
While many celebrate the film’s release as a triumph for its creators, Zaslav may, intriguingly enough, be the one reaping the financial benefits.
Current projections suggest a modest opening of between $10 million and $15 million. This pretty much guarantees that without remarkable staying power, “Coyote vs. Acme” could face serious financial challenges.
“While good reviews and positive word-of-mouth are encouraging, the marketing strategy has, well, remained quite basic,” Daniel Loria from Boxoffice Pro explained.
A significant part of the grassroots marketing appears to involve criticism of Zaslav himself for initially canceling the project.
“It’s complete nonsense. This movie is such a joy; it absolutely deserved better… it’s infuriating,” stated star Will Forte, who has been vocal about his disdain for Zaslav’s decision during various Q&As, labeling it “cruel and heartless.” His remarks have gained traction on social media.
Ever since picking up the film, it has received an impressive 96% fresh rating on Rotten Tomatoes, with reviews frequently mentioning the mishap with Warner Bros.
The New Yorker described the film as “a zany triumph, escaping Warner’s cancellation attempt,” while The Post’s critic observed that despite being part of several projects sidelined for tax reasons, “Coyote vs. Acme,” bought by Ketchup Entertainment, is a prime example of what studios should do: experiment and keep the essence of beloved characters intact.
Reports on the film’s release echo a similar sentiment, with The Hollywood Reporter detailing how “Coyote vs. Acme” managed to avoid obscurity and even challenge Zaslav. Various fan sites have voiced similar sentiments, questioning if the film’s reception is genuinely due to its quality or simply a backlash against Zaslav.
Loria notes that as “Spider-Man” is poised for another top weekend, the real competition lies in the second place among “Coyote vs. Acme,” and ongoing films like “Insidious” and “The Odyssey.” Securing the No. 2 spot would indeed be quite an achievement.
“The Looney Tunes brand is recognizable, yet it’s been struggling at the box office lately,” Loria pointed out. The pandemic-era “Space Jam” sequel didn’t perform well, and Ketchup’s previous acquisition from Warner Bros. did not make notable waves either. Still, “just being able to screen in theaters is already a victory for this project, and it wouldn’t be entirely fair to compare its performance to past Looney Tunes hits.”
“I think there’s been little to no advertising, so I can’t say I’m surprised by the low tracking on this.” One insider remarked that they never anticipated this film becoming a blockbuster.
Ironically, it seems like Zaslav always lands on his feet. Since taking charge at Warner Bros. Discovery in 2022, he has faced considerable criticism, yet managed to pull off selling the studio to Paramount—though that deal is currently entangled in a legal dispute with California’s Attorney General.
Beep beep!
