Critics have been left wondering if maybe Steven Spielberg has lost his touch, after his new film
has flopped at the box office.
The $195 million film opened with just $27.3 million at the box office, and according to Variety, "is shaping up to be one of the biggest flops of Spielberg's career".
The pieces were all there - the same lonely child meets other-worldly new friend formula, the Spielberg brand, the Roald Dahl brand, the same writer that penned the script for E.T - all that was missing was some star power in the cast.
So what went wrong?
Variety puts it down to changing tastes. The industry is chock full of comic-book heroes, and children's films are dominated by Pixar - Finding Dory outshone The BFG racking up $58.4 million, and that's in its third week of release.
That, and the actors Spielberg used to tie himself to - like Tom Cruise and Tom Hanks - simply don't have the same pulling power they used to, not like a group of superheroes do, anyway.
However, it may just be a matter of relatability. Perhaps Dahl's BFG is not a story this generation cares about.
But Spielberg's Ready Player One is due in 2018 - an adaptation of a best-selling novel set in virtual reality - which should curry favour with a younger audience.