Actually, I saw an analyst argue it did contribute to the failure, just not in the way people would expect. No, it didn't cause swarms of people to boycott the movie, but it did have an effect on the geek and film blogosphere, who would usually be counted on to help sing the praises of movies like this. A lot of those film and geek sites were a lot more antsy about providing positive coverage of the movie than they normally would be, which can have an effect on online buzz and word of mouth.
From just my experience, the casting conversation seemed to pop up in every single article about the film I encountered, even ones that weren't specifically about it. And unlike Marvel, Ghost in the Shell doesn't have the built-in name recognition that will automatically put butts in the seats no matter what the reception is.
Yeah that tends to be my view, I don't think the whitewashing issue in itself was THAT big but its more that I coloured so much of the coverage of the film. These days I think that plays a massive role in how films are received, something people are gunning for prior to release generally needs to be exceptionally good to still get praise.
In retrospect I think they probably should have at least hinted at the twist ending saying for example that the film would comment on issues of nationality to some degree. That's probably an easier sell that the more complex argument about the Major's body obviously not being original and indeed of the idea that the major deliberately looks like this standardised western beauty as a way of personalising her.
Honestly I suspect that the whole thing being worked on by so many studios likely ment that nothing promotion wise really seemed very focused, so so trailers as well.
I think the bigger issue though is that Scarjo is not necessarily the big A-list action opener Hollywood assumed. Lucy seems like it was kind of an anomaly in her overall filmography. She's a talented actress who happens to have leading roles in a hugely successful franchise that is marketed more off name recognition than the actual actors in the roles.
Hollywood has a habit of telling audiences who is or isn't a bankable A-list opener without actually waiting to see if that's the case.
To be fair I don't think this was sold quite as much on her as Lucy was but even then I think the issue is that were really no longer in an era of "action stars". Big names do still count of course but I'd say moreso when linked ti certain roles rather than just in anything as with Arnie, Sly or latter Willl Smith, out on there own I think they need more positive buzz.
As far as the film itself personally I actually felt it was something of a pleasant supprise. I'd kind of geared myself to expect a total dumbing down from Oshii's films into standard blockbuster fare, granted that did happen somewhat and you get the sense this it was operating within parameters setup by studio execs but within that I didn actually feel it had a decent amount of ambition. Whilst there was obviously a lot of pilfering of Oshii's original visually Sanders did also introduce some interesting new elements himself.
Casting wise honestly I never got the fuss as Johansen always seemed like the obvious choice to me, beyond looking rather similar to Oshii's major pretty much all her best films(Lost in Translation, Pearl Earing, Under the Skin, Lucy, etc) have been playing more introspective roles. Actually felt she supported much of the film along with the visuals It kind of ended up a reverse Lucy moving from less to more human and picking up as it did so.
I spose the question is really should it have been a $100 million blockbuster or something smaller? the budget did allow it to realise the environment but did mean did ultimately had to operate as a blockbuster, the days of big budget art films are pretty much over. Something say around £30-40 million could have had a bit more freedom, ex Machina obviously comes to mind.