but is that amount proportional to the budget?
Yes, yes, for craps sake, yes. But not in the way you seem to think that I do. A bigger film needs to spend significantly more on marketing than a smaller one. Period. Why is that a hard fact for you to swallow?
amazing spiderman may well under perform compared to the first three movies. But i am now confident a second will be made with this director and star. The first series was cancelled not because the third entry was a box office flop, but because sony/columbia didn't like where the franchise was going and too much money from their standpoint was going out in profit participation and salary. While this one wasn't a whole lot cheaper on paper than the last one, this time there is no profit participation and the director and star are receiving a fraction of the fee of their predecessors. You add those two number up and the studio is probably saving close to a hundred million.
This is not entirely correct. They were on the way to making a fourth film with all of the original cast and crew but Raimi dropped out. From wiki:
Sony Pictures announced in January 2010 that plans for Spider-Man 4 had been cancelled due to Raimi's withdrawal from the project. Raimi reportedly ended his participation due to his doubt that he could meet the planned May 6, 2011 release date while at the same time upholding the film creatively. Raimi purportedly went through four iterations of the script with different screenwriters and still "hated it".
Nothing to do with money!
If they need a billion dollars to have a profitable movie, then they would appear to be incompetent to anticipate revenue that wouldn't get them anywhere to profitability.
Someone had to greenlight Avatar.
@ Gandolph Here's the beauty of math that you seem to be skipping. It's math and therefore cannot change. Even the films that make $1 billion that didn't need to make that amount to turn a profit remain consistent in their ratios. Almost all the films on that list needed to make 3X their budgets to make money for the studios. That was the point that Will has ignored this entire thread. This was the direct quote that he made that is factually incorrect:
The standby is a movie has to gross two and a half times cost to break even, but you throw that out when the budget gets that high because it won't cost 200 million for marketing. The marketing costs shouldn't be any higher than an average studio release, and could even be less because it is a well known property and there will probably be advertising tie-ins.
The advertising costs do not go down for large films and being a well-known property has nothing to do with the ad campaign. If that were true, there'd be no need to promote sequels. The costs for larger films to market is much higher than lower budget films, even though that's not proportional to the budget (but, as you said, the back end is proportional to the gross!).
However, as I said,
the ratios do not change. Bigger budget films have a trend of needing to gross 3X their budget to really turn out well for the studios. No matter what the back end numbers may be. Also, remember that the studios have to budget for those back end numbers as well. So, yes, they can and will budget films out with anticipation of turning $1 billion.
How much do you think the bean counters at Warner Brothers expect The Dark Knight Rises to make?
EDIT: That reminds me. Will, how much do you think they've spent on marketing TDKR? They've released a teaser and three different trailers and more TV commercials (including a Nokia tie-in) than I can count which are running constantly on every network. Do you think it's more or less than they spend on a film with 1/4 the budget of a Nolan Batman film?