The three things which sank this film
* The bloated running time for an action-adventure Western.
* Armie Hamner really doesn't have much onscreen presence for a title character / superhero.
* The film is very Johnny Depp-heavy. If you don't like seeing his usual "covered in prosthetics, goofy humour" performance, this movie isn't for you.
Side note: I actually enjoyed the film. I thought it was beautifully filmed and the acting didn't bother me. The running time was inexcusable, though.