with that and just doing it. After the reshoot, considerable work remained in post-production on Stanton's first cut, reportedly almost three hours long. There were many effects and CGI shots to finish. Stanton recalls that "[t]here were more animated shots in what was left to do on Carter than an entire animated feature". Animating the Tharks, especially in large numbers during battle scenes, proved particularly challenging; the software had to be upgraded for it, and as one animator recalls, work scenes sometimes took three hours to open. Many of those working on the CGI were particularly appreciative of Stanton, since due to his background he had considerable expertise in the area and made himself more available than directors of such films usually are. Marketing The filmmakers believe that the decisions made in marketing the film were the primary reason for its failure. A new studio executive team with minimal experience in that side of the business was in charge, and not as emotionally invested in its success as the filmmakers had been. Furthermore, unbeknownst to them, Disney CEO Robert Iger had already begun talks with George Lucas about buying Lucasfilm and the Star Wars franchise, eliminating any incentive the company had to launch a successful competing film franchise. John Carters marketing campaign has been called one of the worst in movie history. The head of Walt Disney Studios Marketing during the production was M T Carney, an industry outsider who previously ran a boutique marketing firm in New York with no previous experience marketing movies. Stanton often rejected marketing ideas from the studio, according to those who worked on the film. His ideas were used instead, and he ignored criticism that using a cover version of Led Zeppelin's 1975 song "Kashmir" in the trailer released in conjunction with an ad aired during that year's Super Bowl would make it seem less current to the contemporary younger audiences the film sought. He also chose billboard imagery that failed to resonate with prospective audiences, and put together a preview reel that did not get a strong reception from a convention audience. Stanton said, "My joy when I saw the first trailer for Star Wars is I saw a little bit of almost everything in the movie, and I had no idea how it connected, and I had to go see the movie. So the last thing I'm going to do is ruin