re: Latest Marvel installment collapses at box office after weak opening.

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Throw in the marketing costs and profit sharing with theaters, and it might need to make close to a billion dollars to return one cent of profit to Disney.

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Realistically, these films have "budgeted" themselves out of profitability. Heck, even the Disney animated films have budgets of $200m or more. Throw in the marketing and the film needs to gross $500m, $600m globally to even threaten turning a profit. They aren't moving toys/merch. There is no secondary market because they go to D+ which still doesn't make any money.

They broke the business model and haven't fixed it yet.