Disney should give it to Taylor Kitsch. They owe him for screwing him on the lack of support and promotion for John Carter.
No. Taylor Kitsch never should have been asked to be the lead guy in a blockbuster at this point of his career. I never saw Friday Night Lights, but I've heard he was great in that show. However, that show wasn't exactly pulling in 10 million viewers a week and he wasn't the lead guy (Kyle Chandler was). Outside of his 2-3 scenes and 4 minutes of screen time in X-MO: Wolverine, he didn't have any notable credits as a supporting guy either.
Yeah Disney screwed the pooch on the marketing. However, Taylor Kitsch being more or less a no name, didn't help (See Battleship as well).