Other than bad word of mouth, it seems the thing holding this movie back is that (even on the best efforts of retro television stations) the Lone Ranger is a franchise no one under the age of 50 cares about. You'd think Gore Verbinski's star power would have sold this better. I mean, if there's 2 directors that overuse Johnny Depp (you know who the other one is), you get the best Johnny out of Verbinski. You just can't hate Jack Sparrow. He's essentially the one that broke the long line of pirate box office failures (though, sadly, Aardman's film wasn't immune).
Not to mention it opened up opposite a family movie. Unless said family movies are terrible to the point of no one wanting to even see it, not even 4 year olds (cough... Marmaduke), a Family Movie will usually out perform (or be a strong second if it goes up against a heavy hitter). Monsters University was number one for 2 weeks. Now there's Despicable Me. Now, remember when I was complaining about the price of the toys? Target got them in for slightly cheaper (still off) and they're having trouble keeping it in stock. That's a sure fire sign DM2 is a hit.
And while I wouldn't mind seeing Lone Ranger, just the sight of those wonderful, maniacal little Minions, be it a McDonalds ad, Progressive Insurance ad, or just a cereal box, makes me hyper excited about the film.
I just hope DM2 prevents Turbo from taking off. The more I see of those previews the more my soul feels shattered. Why, oh, why didn't they just shelve this and keep Me and my Shadow going? It looks worse than Shark Tale.