In response to your questions about how the studios allocate money for the marketing of big films, I thought I'd share this article about how marketing costs kept one hugely successful film from reaching profitability.
On July 6th, 2010, Deadline New York (Nikke Finke's blog) published what purports to be a studio accounting from Warner Brothers that shows why, even when your movie grosses $1 billion, "Net Profits" are for suckers.
Apparently, even with a magic wand, Harry Potter himself can't defeat the studio accountants.
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