Michael Bay stated: "The Island opened to the lowest opening in my career. All my movies have been smash hits. They all made a fortune at the box-office for what they cost, and The Island did a pitiful $35 million." He says there were numerous reasons for that. "One, a very big summer. Two, The Island, just the title itself, it's a very complicated title, it's something that's very hard to market because instantly you're thinking of something it is not." The marketing ended up being the biggest failure in his view, and while Warner Bros. did very well with it internationally the domestic advertising never nailed down a tone. "We should have sold it more as an action movie," he says, adding that they instead tried going a more intellectual route. He takes partial blame as he did like some of the ads, but he says Dreamworks ignored his repeated suggestions that they use WB's campaign from overseas. He polled 500 people just a few weeks after the film opened, and roughly 450 of them didn't even know the movie had been released. "The ball was dropped, big time."

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