Film From Cinematical: Why Do Studios Heavily Promote Films That Don't Need Promotion?
Because historically, audiences assume that 'blockbuster' movies which receive less promotion than they expect, it's assumed, must be rubbish because the studio doesn't have enough confidence in them to advertise. So even when the studio knows it has a turkey on its hands it'll spend millions on selling it to try and claw back some of the budget (which is why all too often these turkeys lose so much money), and if it's a film they really love, in other words The Dark Knight, they'll spend even more.
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