BrianLo
Well-Known Member
If you fully read the article you are referencing, it spells out that the $593 million was not in actual spending, but in the "media value" of their cross promotions with other companies. For example, the put Minions stickers on Chiquita bananas. Lots of value for a fairly minimal cost. It's a pretty genius actually.
I know, the Minions byline was spun sensationally. They aren’t spending 10x more than other studios. It was and is not remotely a criticism. Merely a note that Illumination films marketing budgets are significantly larger than the production budgets implies in a traditional estimation sense. What they don’t spend on production they make up for in marketing.
It generally works for them very well.