The film's failure led to the resignation of Rich Ross, the head of Walt Disney Studios, even though Ross had arrived there from his earlier success at the Disney Channel with "John Carter" already in development. Ross theoretically could have stopped production on "John Carter" as he did with a planned remake of "20,000 Leagues Under the Sea", or minimized the budget as he did to "The Lone Ranger" starring Johnny Depp. Instead, Stanton was given the production budget requested for "John Carter", backed with an estimated $100 million marketing campaign that is typical for a tentpole movie but without significant merchandising or other ancillary tie-ins. It was reported that Ross later sought to blame Pixar for "John Carter", which prompted key Pixar executives to turn against Ross who already had alienated many within the studio. The 2013 book "John Carter and the Gods of Hollywood" cites many factors in the film's commercial failure, but author Michael D. Sellers insists the film tested very well with audiences and failed more because of marketing problems (which included not mentioning "Mars", "Barsoom", or "Edgar Rice Burroughs" on promotional posters, which meant that many fans of the Burroughs books were completely unaware of the film and its subject matter until after it bombed) and changing management at the studio.