Grim Grams

“Willow’s” ticket sales--$43 million at latest report--have to be considered disappointing considering the $35 million mega-budget and all the promo. But Lucasfilm has been buoying the spirits of the 30-plus licensee companies who paid dearly to churn out “Willow” merchandise with optimistic “Willowgrams” that we came across. Bulletin 20 espoused cheery thoughts like. . . .

“Strong word-of-mouth on ‘Willow’ will keep it playing steady against the intense competition now out there.”

“We expect to do strong matinee business and to continue getting a piece of the market share for the rest of the summer.”

While acknowledging that “Willow” is having problems in certain markets--notably the South and the Midwest--the Willowgram notes, “The South is always a difficult market to crack and we are trying to figure out the problem in the Midwest.”

The Willowgram hails the current onslaught of 16 million boxes of Quaker Oats’ Cap ‘n Crunch cereal--carrying “Willow” plugs--mentioning that Quaker Oats will hype the tie-in with TV spots July 16-Aug. 16.

Meanwhile, “Willow” toys haven’t been boffo, according to toy industry analyst Gary Jacobson of Kidder, Peabody & Co., who told us, “You want it in a word?” He emitted a raspberry!

Jacobson said that Tonka Toys--which has the master license for “Willow” toys--is expected to have sales “at the best, in the high single digits--maybe $7 to $8 million. Which is nothing to write home about. . . .”

Another toy industry rep said that “Who Framed Roger Rabbit”--with lotsa buzz and big box office--is “dominating the (merchandise) market.”