The Mortal Instruments: City of Ashes Rises From, Well, The Ashes

The Mortal Instruments - City of Ashes Book CoverAlthough it looked as if we had seen the last of Cassandra Clare’s spunky teenage demon slaying/hunky boy lovin’ heroine in the “Mortal Instruments” movies, it appears it takes a lot more to kill off Clary than just under performance at the box office.

Despite bombing Stateside and abroad, Constantin Films is determined to push on ahead with the sequel to “The Mortal Instruments: City of Bones”, to be called “The Mortal Instruments: City of Ashes”. Originally slated to shoot as early as late this year, the sequel was subsequently put on hold when “City of Bones” opened poorly despite a huge promotional push. Made for an estimated $60 million (so around $120 million when you count in the cost of advertising and whatnot), the film has only made $80 million worldwide.

So the fact that the good folks over at Constantin are willing to make a sequel despite a $40 million dollar loss? They either know something we don’t, or they really, really like losing money.

Martin Moszkowicz, Constantin’s boss, seems to have learned his lesson. Or he thinks he has, anyway, telling THR about why they’re moving forward on a sequel:

The fan response, from the blogosphere and the thousands of mails we have received, has encouraged us to keep going. It’s been overwhelmingly positive, in contrast to some other YA titles. We are analyzing what we did wrong with the first film — particularly with the positioning and marketing — and what changes we have to make. We are working with a great group of people to reposition the franchise [for City of Ashes]. The readers of Mortal Instruments are older than you might think. That may have been one issue in our marketing, that we focused too much on a very young audience segment.

I know the “Twilight” franchise have those “Twi Moms” (or whatever they’re called), so maybe Constantin Films should concentrate on their version. They could call them “Mortal Moms”. Or “Mommy Instruments”. Or heck, they could just try to make the movie less generic.

I dunno, I’m just spitballin’ here.

Jamie Campbell and Lily Collins in The Mortal Instruments City of Bones (2013) Movie Image

“Come on, look closer, there’s gotta be a fanbase out there!”