Smurfs 2 grossed $18 million... and turned a profit

Ugh.

LINK /

quote:

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There’s already a third film slated for 2015, and that box office number is offset by $150 million that over 100 corporate partners ponied up to promote the film through licensing deals. With the production budget already covered, and overseas box office numbers undoubtedly destined to eclipse the domestic haul—the worldwide tally is already approaching $100 million—deals with McDonald’s, Walmart, Macy’s, Haribo, Capri Sun, and others will keep the Smurfs plastered all over the world for the foreseeable future, despite the abysmal film all that exposure promotes.

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I realize studios have to make their money, but this pretty gross. They aren't even pretending anymore.