There’s such a weird ongoing debate when it comes to making a huge studio movie. We beg for originality, uniqueness, and creative freedom for the filmmakers, but the masses fail to show up the majority of the time, which cause the Hollywood brass to revert back to their old ways of being “safe”.

Yes, Columbia Pictures’ Ghostbusters is a reboot (“safe”), but they gave director Paul Feig creative freedom (“dangerous”). I’m sure the thought behind the studio executives was that the brand was bigger than any decisions the filmmakers would have, but I’m not quite sure they expected the (ridiculous) backlash at an all-female Ghostbusters troupe.

In theaters July 15, Ghostbusters follows a paranormal researcher (Melissa McCarthy), a physicist (Kristen Wiig), a nuclear engineer (Kate McKinnon) and a subway worker (Leslie Jones) who attempt to rid New York of ghosts that can possess humans.

It’s unclear from where we stand if the brunt of negativity stems from the fact that Feig cast the aforementioned comic actors, or because the trailers pretty much suck (according to the consensus).

Whatever the case, the negative public perception is winning, and the franchise is in serious trouble.

Sony’s Ghostbusters popped up on tracking Thursday, according to THR, with early estimates suggesting a North American debut in the $40 million to $50 million range over the July 15-17 weekend. The studio, which has yet to wage its biggest and final marketing push, is no doubt hoping for the higher end, considering the movie cost a hefty $154 million to make.

Yes, Ghostbusters cost $150 million, and with a $50 million opening the domestic life of the film can be guesstimated at between $150 to $200 million (here are some comps), well below the budget when you consider this doesn’t include marketing costs (it also doesn’t include international numbers; Terminator Genisys did huge overseas and is still having trouble getting another sequel off the ground) or the fact that the studios only get half the box office take (ouch).

Females over the age of 25 are by far the most interested in seeing the new Ghostbusters, according to those with access to prerelease tracking. However, Sony has three weeks left to whip up additional interest among males and younger females, adds the site.

But this isn’t a good sign, considering Sony already has made a massive push towards male viewers. Basketball fans will recall the heavy marketing campaign during the NBA Playoffs and Finals in which Carmelo Anthony and other New York Knick legends strapped on Proton Packs for a ghost hunt, as did the Lakers’ Kobe Bryant. These campaigns had zero women in them and clearly were catering to men (it’s called marketing and I have no quarrel with it).

In an interview with THR, Sony movie studio chief Tom Rothman went even further, saying the controversy is “the greatest thing that ever happened.” He added, “Are you kidding me? We’re in the national debate, thank you. Can we please get some more haters to say stupid things?”

Yes, having a national debate is a good thing, especially if it brings to attention some of the social issues we have in this country, but I think Sony’s Ghostbusters is proving that not all negative press is good press. And this is really, really bad for those of us who had hopes of seeing the expanded universe that was originally in play. A box office bomb likely kills this franchise once and for all. No more Ecto Cooler, no more theme park attractions, toys, movies or video games – at least until remakes become popular again in 2026….