For once, Coyote won. Not against his eternal prey, Road Runner, but against the Warner studio. Sentenced to never be shown in theaters for dark financial reasons, the film will finally be released on the big screen on August 26th, after a long battle for survival. Based on the famous Warner Bros. cartoons, the film mixes animation and live-action (in the style of “Who Framed Roger Rabbit”), and was launched in 2018 with a promising yet quirky idea.
Tired of constantly failing to catch the elusive Road Runner, Coyote ends up suing the famous fictional company ACME for its faulty gadgets that always backfire on him. Taken from a satirical article in the New Yorker, the idea was developed by James Gunn, director of “Guardians of the Galaxy,” starring Will Forte and John Cena. After a smooth filming in spring 2022, test screenings indicate a true success. Nothing seems to foreshadow the disaster, but, as in the cartoon, the downfall comes.
In November 2023, Warner announces the cancellation of the release, in a cliché statement: “We have immense respect for the entire team and are grateful to them. This decision was not easy to make, and we are fully aware of the efforts.” The decision angers Hollywood and especially the team. While John Cena “regrets” the decision but accepts it, his colleague Will Forte is more direct: “It’s nonsense! I don’t want us to forget what Warner did. I would have understood if the film was bad, but it’s really great!”
For professionals, the culprit is clearly identified: David Zaslav. Since the merger of Warner and Discovery, the CEO has been trying to offset the group’s debt by canceling projects he deems unreliable. By declaring losses on an unreleased film, the studio can receive a tax deduction, estimated at $30 million. The goal is to incur a “controlled” loss, rather than risking further expenses, especially for promotion, and the possibility of it not being profitable, while losing the tax deduction.
Faced with the controversy, Warner Bros then announces that it is open to a buyout. Several big names show interest: Netflix, Amazon, Paramount… But three months later, no buyer, as Warner demands at least $75 million, non-negotiable. This is more than the film cost, which seems doomed to remain shelved, or even destroyed. But Coyote is persistent, just like the film’s team, campaigning for its release. The distribution company Ketchup Entertainment comes to the rescue. Ketchup had already bought the rights to the film “When the Earth Exploded,” which sounds like a disaster movie but actually refers to another “Looney Tunes” film. In March 2025, Ketchup manages to negotiate the purchase of “Coyote vs Acme” for $50 million. The next challenge is covering the marketing, an expensive but critical step. Fortunately, the film’s production history is already a promotion in itself.
A first teaser of the film is released on April 15, 2026. This date is not random; it is the last day for tax filing in the United States. In this teaser, Coyote, on the brink of falling into the void, holds a sign saying “Happy Tax Day” and then “Check out your tax deduction.” The trailer that will be released the following week is in the same vein: when the WB logo appears on the screen, an asterisk emphasizes “A subsidiary entirely owned by the company ACME.” The film’s discourse on the villainous corporation has a dual meaning for the marketing, as a direct attack: “The film ACME doesn’t want you to see,” supported by the final mention “The company ACME is only showing this film for economic reasons. We do not endorse any of the depicted plots.”
Will it be a success? Its status as a “cursed film” could work against it or in its favor, as it has also become a symbol against nefarious corporations. The symbolic revenue target is $30 million. The price Warner wanted to get for canceling it.
