UNCgolf
Well-Known Member
That 'profit' was eaten up by the undisclosed advertising and administration. It is -- as a rule of thump -- equal to half the public budget. Then the theaters get half -- as a rule of thumb -- of the Box Office.
MPR practically just broke even... for the theatrical window. It still made some extra money in the post-theatrical windows.
So, yes, it didn't *bomb.* But given its pedigree, it was disappointing it wasn't a rousing hit.
I was including the additional marketing budget but forgot about the theater take (which I think is generally around 40%, although I also think Disney typically keeps more than other studios). I should have just used the general 2.5x of production budget rule of thumb, which would give it roughly $25 million in profit. That rule of thumb is generally within 10-15% of the actual profit (or loss).
Mary Poppins Returns probably made $30+ million for Disney overall between the theatrical profit and the post-theatrical window. I agree they were almost certainly hoping for more, but it's not comparable to something like John Carter of Mars, which was a true flop for Disney.
It's probably best categorized as a mild success. Disappointing compared to expectations, but made money for the company.
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