
We know from much of cinematic history that movies can sometimes be lost to the world. For the most part, these are movies that were made long ago that were forgotten by time and were too far gone to be salvaged by film preservation. Then there are the movies that disappear out of neglect because their distributors have gone out of business and the movies stop being circulated in the marketplace. Thanks to the creation of home entertainment it’s much harder now for a movie to disappear, though it can still happen. But what is even worse than losing a movie through the passage of time is seeing a movie be destroyed even before it has had a chance to even live. In the wake of the massive shift in Hollywood that has occurred due to the advancement of streaming as well as the disruptions of Covid and the strikes in the last decade, a different kind of way to destroy a film has occurred which is erasing it from the library altogether to collect a tax break. After the major studios spent a ton of money building out their streaming catalogs in the early years of the boom and realizing very quickly that it all lead to slower than expected revenue growth, many of them decided to capitalize on a short window where they could collect tax breaks on write offs if they were to demonstrate that they would never profit off of these same films and shows again, This meant that these movies and shows that the studios literally spent billions of dollars on would have to be permanently shelved, or otherwise they lose that tax break. So, hundreds of hours worth of programming across all the streaming platforms were suddenly wiped out in a flash, so the studios could make a quick profit to satisfy weary shareholders. But while executives and shareholders were happy, many people who were fans of these shows and films, or were interested in seeing them for the first time, were suddenly denied the choice. At least for some time these programs had been seen by audiences, but in some cases the axing of projects went even further, where completely finished films were not even allowed to be seen at all.
Enter the main character of this story; a little film called Coyote vs. Acme. The movie was first pitched to Warner Brothers executives by none other than future DCU creative director James Gunn. He presented the team at Warner Brothers, which at the time was still under the ownership of Time Warner Inc., a satirical article from The New Yorker which speculated on an imagined scenario where the fictional Acme Corporation of the Looney Tunes cartoons was faced with a lawsuit from the character of Wile E. Coyote. Gunn saw the potential in this being fleshed out into feature length story, and the executives agreed. Unfortunately, the project languished in development hell for a number of years while Warner Brothers changed ownership not once but twice. First AT&T came in, and pushed the project to the back of the line in favor of a Space Jam sequel starring LeBron James. Then when AT&T was looking to sell their stake in the company, Discovery Networks swooped in and merged with the studio. Under the leadership of new CEO David Zaslev, there seemed to finally be some momentum for the Coyote vs. Acme project, and cameras started to roll with the movie now being set up as a streaming exclusive for the struggling HBO Max platform. But then came the day when things were completely halted. The streaming boom seemed to be falling apart as subscribers were being torn between multiple different channels, all of which cannibalized off of each other and couldn’t continue to grow in the same way Netflix had done in the decade prior. So, in order to justify the massive costs of operating and expanding these streaming platforms, the studios that launched them now had to begin consolidating and downsizing. With Warner Brothers now joined with Discovery, this created a massive mound of debt that David Zaslev now had to find ways of paying off, and that meant cutting costs anywhere he could. A lot of movies and shows were suddenly without warning completely wiped off of HBO Max, never to be seen again, including multi-season shows like Westworld. But that wasn’t all, movies that were either finished but unreleased were also subject to cancellation, and unfortunately Coyote vs. Acme fell into this camp.
This boggled the minds of so many people in the industry, that a studio that spent tens of millions of dollars on these films could just so casually decide to not release them. Those millions of dollars went into the hard work of hundreds of craftspeople who devoted several weeks of their time towards making a movie they hoped would be enjoyed by audiences anywhere. And here it was, the head of the studio deciding that none of that mattered and it was better in the financial interest of the studio to collect a tax write off instead. Sure, this made a lot of shareholders happy that they were getting paid instead of seeing the studio further lose money on the waning streaming market, but for the creatives that worked hard on the film, there was a sense of betrayal. Coyote vs. Acme was complete at the time Zaslev decided it would never see the light of the day. Not only that, but it had already screened for test audiences and performed very well. But when a studio pulls the plug on a movie in the middle of production, it gives that movie the stigma of being a bad film. All indications were saying that Coyote vs. Acme was not bad at all, and even great in some test reviews. But according to Zaslev, the movie was in his words, “unreleasable.” It was the same assertion that he gave to another movie that got the can that unfortunately suffered a worse fate than Coyote faced. One of the last projects under the old DCEU franchise was a movie adaptation of Batgirl. The movie had a nearly $100 million budget and was going to star Leslie Grace as the titular hero, as well as Michael Keaton returning as Batman and Oscar-winner Brendan Fraser playing the villainous Firefly. The movie was said to be nearly complete, with principle photography already done and only the visual effects left to complete. But not only did Zaslev and the other execs at Warners decide to cancel the completion of the film; they also ordered the destruction of the material they had already shot so that there was no chance at all of Warner Brothers ever resurrecting the movie again to make money off it, otherwise they lose the tax write off. This was the sad fate of the film, as cast and crew attended one final screening on the lot to see the movie they worked on for the last time right before it was wiped away forever.
The same fate was likely in store for Coyote vs. Acme as well, but some clever individuals who worked on the movie managed to go behind Warner Brothers backs. Not long after word got out that the movie was going to be shelved permanently and possibly lined up for destruction by Warners, behind the scenes footage from the set started to leak onto social media, showing people what the movie could have looked like. Pretty soon, the mainstream press took notice of the leaked footage and were stating to share it on their platforms as well. Audiences started to become interested in this film, wondering what exactly made it so expendable to the executives at Warner Brothers. One of the things that really sparked interest in peoples minds was the heavy use of practical effects that were employed in the making of the movie. It recalled the extensive visual effects work that went into a classic film like Who Framed Roger Rabbit? (1988), which also magically and convincingly mixed animated characters into a real world setting. While this renewed interest didn’t seem to avert Zaslev’s intentions of shelving the movie, it did stay the film’s execution for a little while longer. It of course wouldn’t be a good look for the company if they were to destroy yet another completed film. What filmmaker or actor would want to come work at Warner Brothers if the CEO in charge was so cavalier about their hard work that he would destroy it just for a tax credit? In many ways, Coyote vs. Acme became the rallying point for all the complaints that creatives have had with the industry in this era of media consolidation. More and more studio executives are not in the business of creating art but creating product, and they are giving audiences less of a say in what they are allowed to see. By leaking the footage of Coyote vs. Acme to the public, those brave crew members managed to shine a spotlight on it, and it helped prevent the movie from being forgotten, which is the thing that Zaslev and the other Warner Brothers execs were hoping would happen.
But, at the same time, Warner Brothers had already collected their tax write-off, so having it be released under the Warner Brothers label was out of the question. While the movie was temporarily saved from destruction, it was still in a permanent state of limbo, likely to never leave the Warner Brothers archives for eternity. But, the outcry among fans began to grow. Looney Tunes fans in particular, who had long been starved of new material starring their beloved characters, really wanted this movie to see the light of day. But thankfully Warner Brothers, seeing the interest in this film grow over time, couldn’t ignore the fans’ outcry much longer. So, they decided to put the movie up for sale. They themselves were not able to release the film themselves, but tax write off laws still allowed them to put the film out into the market, and have it be sold for either at the cost of production, or for a loss in value to them. Unfortunately with a production budget at an estimated $70 million, the movie would have a steep price tag on it, even amongst deep pocketed rival studios. Warner Brothers sought out interested parties like Netflix and Amazon, seeing if they would bite. But alas, few studios were willing to take on the risk of spending nearly $70 million just to buy the film, and then pay the extra money to promote and distribute it afterwards. So, the movie languished in this state of limbo for a few more years, with no one taking up the challenge of giving the movie a home. But then there finally came the heroes of this story. Independent distributor Ketchup Entertainment finally put in a bid to buy the rights to the movie. Warner Brothers ended up selling the movie at a loss, letting Ketchup have it for $50 million. But for Warner Brothers, $50 million was the best they could get out of it, and was a small loss for them in the grand scheme of things. Meanwhile, Ketchup Entertainment was taking on a heavy risk accepting this price tag. Their catalog of films are made up of very small, micro budget movies. More recently they have been partnering up with other production companies on bigger films like Michael Mann’s Ferrari (2023) and Robert Rodriguez’s Hypnotic (2023). But, they also seem to have had an interest in salvaging movies from Warner Brothers’ scrap heap, particularly when it came to the Looney Tunes. Just a year before acquiring the rights to Coyote vs. Acme, Ketchup also saved another film that Warners had developed for HBO Max before shelving it, which was the animated comedy The Day the Earth Blew Up: A Looney Tunes Movie (2024). They were even able to put the movie out in a limited theatrical run, and while the movie didn’t light up the box office, it still got a strong critical reception and has even developed a small cult following since it’s release. This is one of the reasons why they seemed like the ideal new home for Coyote.
But it would only matter if audiences were still able to show up. Because of Ketchup’s huge financial risk in taking this movie on, they needed to be careful how they marketed the movie. Their marketing budget would be a small $10 million, which pales compared to what is spent on most other movies. But, Ketchup carefully targeted their marketing, appealing to those who were most adamant about seeing the movie. They knew that longtime fans of the Looney Tunes would support the movie, but who they were also hoping would show up for the film were people who were upset about what Warner Brothers had done in their short term quest for quick financial gain. A lot of the marketing for the movie was very subtly aimed at conflating the film’s fictional Acme Corporation with Warner Brothers themselves. The tag line for the movie in most of the marketing called it “The Movie Acme doesn’t want you to see.” They smartly connected the film’s long and complicated road to getting released with the tale of fighting back against corporate greed that is actually at the heart of the film’s story; blurring the lines between fiction and reality. The marketing team even pulled off some hilarious stunts, including having a performer dress in a Wile E. Coyote costume and having him protest outside the Warner Brothers lot in Burbank, complete with a picket sign saying “Acme Sucks.” It may have come across as petty, but it was tapping into something that was really connecting with people. Watching this movie would be making a statement, showing Warner Brothers that they were very much in the wrong for wanting to erase this movie from existence. Ketchup continued to play up this David vs. Goliath aspect of the film, and it was indeed working. They also got a major assist from people involved in the making of the movie, including it’s stars. In particular, actor Will Forte who plays the lawyer representing Wile. E Coyote in court devoted much of his social media towards getting the word out about this movie, encouraging people to make their voices heard in demanding this movie get released. Voice actor Eric Bauza, who is the current voice for almost all of the Looney Tunes characters these days, and who also led the voice cast in this movie, likewise spread the word about this movie, appearing on multiple podcasts over the last couple years pleading with fans to raise the heat on Warner Brothers to make them release the film. And all that finally culminated in a big theatrical release at the tail end of this summer. But did it all work?
The greatest outcome of all this is that the movie was more than just alright; it actually turned out to be great. The movie currently sits at a very impressive 96% on Rotten Tomatoes, which is even higher than Christopher Nolan’s The Odyssey (2026) by the way. The film even outperformed expectations on its opening weekend, grossing a respectable $15 million. Sure it’s got a long way to go before Ketchup Entertainment can make a profit on its investment, but it’s far from a flop either. The conversation is now no longer if the movie can live up to the hype, but rather it has turned towards wondering what David Zaslev was thinking when he called the movie “unwatchable.” It very clearly is not anything like he described, and in fact it’s one of the best crowd pleasers of the summer. What has become clear is that Coyote vs. Acme was never cancelled on the basis of its quality. It was shelved because the big wigs at Warner Brothers clearly have the wrong idea about what audiences actually want. David Zaslev is not a creative person. He is there to take Warner Brothers and turn it into a commodity that can be bought and sold to other investors at a profit to both him and the shareholders. Sure enough, that’s what is currently happening with Warner Brothers as we speak with it’s planned merger with Paramount. The only ones who are going to benefit from that merger are the executives and shareholders, while thousands of creatives at both studios are likely to lose their jobs through the process of consolidation. Zaslev is going to come away from that merger nearly $100 million dollars richer, and in his wake, two legendary studios may end up being destroyed in the process, consumed into a single giant media conglomerate with a frighteningly agenda driven management team that’ll favor their own interests over the desires of the audiences they are supposed to cater to. That’s what’s been appealing about Coyote vs. Acme to audiences; the fact that it’s a movie that actually speaks about these concerns about greedy corporations that are never held accountable, and end up cheapening the things that we love after they have taken control of them. In every way shape and form, Coyote vs. Acme is a survivor and a movie that we need more than ever to remind us of what’s at stake when it comes to our collective culture.
One of the metaphors used in the movie is the Ancient Greek mythological story of Sisyphus; the man doomed forever to roll a bolder uphill, only to have all his progress undone each day. It’s a struggle that mirrors that of Wile E. Coyote, which is something that his co-creator Chuck Jones very much emphasized in his discussion about how he defined the character. The point of Wile E. Coyote is that he will never catch the Roadrunner, but it’s that struggle that gives him purpose to live. The movie draws that distinction, and shows us why it’s important to take on seemingly impossible tasks, because it’s the only way that changes can happen. Yes, we will all fail at something, but if we give up the fight, we ultimately lose everything that is important. That is ultimately what evil corporations like Acme count on, that we give up after we fail and just settle for less. That’s what makes the movie so poignant; it shows that failure is nothing to be afraid of, and that it’s better to keep pushing that boulder uphill than just letting it sit motionless where it is. In a strange twist of fate, the movie Coyote vs. Acme became it’s own Sisyphisian struggle, with Warner Brothers coming across as the cruel Gods trying to wear us down to accept the inevitable. But unlike the myth, Coyote vs. Acme managed to crest that hill and come out on top. Despite us having to wait nearly four years to see the actual film, it’s release actually marks something that we rarely see anymore in Hollywood, which is an actual underdog triumph story. For one thing, it still shows that audiences still love the Looney Tunes characters, and that they are very much an under-appreciated and underutilized part of the Warner Brothers portfolio right now. It’s also a movie that manages to give voice to a concern of many in the industry right now, which is the value of profits over people. In the movie, the story actually involves showing how cartoons are treated as expendable pawns in Acme’s product testing phase, due to them being more durable to injury than humans. Like most dubious corporations, they are valuing one set of customers over another. You could point to the same thing happening in Hollywood, with shareholders needed being valued over those of the employees of the company or the long term fans who themselves feel ignored more and more. Coyote vs. Acme gives voice to that, but even manages to be more. It’s a movie with a lot of heart as well, turning Wile E. Coyote into something of an Everyman hero, and they even managed to give his contentious relationship with the Road Runner some surprising depth and heart too. Hopefully this movie makes Ketchup Entertainment a lot of money in the long run and helps to convince them and many others that it’s worthwhile to save these movies that are being tossed aside by the major studios. In the case of Coyote vs. Acme, we may have almost lost what could be a new classic of the genre, and the fact that it has survived is a story worth celebrating for many years to come.























































