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It's probably because they know so many people will see the movie they put a lot of money on marketing. If you know the movie will cover production and marketing costs no matter, then every extra visitor you will get from marketing will be a lot of profit, they know they will never loose money so they can risk investing money in marketing. $700M without marketing or $900M with $100M marketing, I know what I would do. The hard part is figuring out when cost per acquisition becomes too high.
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