The Industry


Woodstock on Wheels? The Failure of Medicine Ball Caravan

Season 3, Ep. 7

In 1970 Warner Brothers had a surprise hit on its hands when they released the documentary/concert film Woodstock.

Though the studio spent less than a million dollars on it, the film would eventually gross $50 million at the box office. Warner Bros. had caught lightning in a bottle. The question for the suits was: How do we make lightning strike twice? 

The answer was the Medicine Ball Caravan. But the lightning fizzled.

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