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Leaked video likely to hurt ‘A Dog’s Purpose’

LOS ANGELES — Marketers would describe “A Dog’s Purpose” as a film with “four-quadrant” appeal, meaning it’s likely to draw moviegoers of both genders, young and old. Based on a bestselling book and told from a dog’s perspective, it’s a feel-good story for animal lovers of all kinds.

Which is why a video leaked last week of a frightened dog apparently forced into rushing water during the making of the film is so damaging to its opening box-office prospects this weekend : It alienates, even offends, its very audience.

“No matter how the film performs this weekend, there is virtually no way to accurately quantify how the ultimate gross receipts for the film may have been impacted by the negative publicity,” said Paul Dergarabedian, senior media analyst for box-office tracker comScore. “Social media chatter has been very strong for this film and so it’s definitely on the radar for more people who might not have otherwise been aware of the movie.”

No one has disputed the authenticity of the leaked video.

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