Ahead of the film beginning in British cinemas, Fox have considered these labels and read many of the less favourable reviews. They've realised the one ingredient in the film that is working - the little boy, Nullah (played by Brandon Walters). Nullah seems to be the one that people love in the movie. Fox have admitted that promoting the movie as a Nicole Kidman/Hugh Jackman film was probably not such a good idea, but I guess you have to suck it and see, right?
Recent Scottish and English reviews have been scathing. One in particular criticised Nicole left, right and centre referring to her as a bad choice for a lead role. You may recall other words used like "Nicole is like a lost porcelain doll on screen".
Fox are considering publishing full page Australia adverts in British papers with Nullah as the key photo. Whether Nicole or Hugh will appear in a tiny photo at the bottom is anyone's guess. Perhaps a really, really tiny photo.
Fox have no choice but to try alternative marketing considering the poor overall box office figures. For example, Australia only made $7 million in its second week in the US! There is also the issue with the $40 million tourism campaign funded by Tourism Australia which hasn't been a great success either. But that's another story!