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There's no way Universal only spent $45 million on the global marketing and distribution for a $120 million Tom Cruise film.


There's no way they spent much more than that.  The marketing was lacklustre both in terms of quality and saturation.  They didn't even have a Superbowl trailer, something that makde perfect sense considering its release date.


Universal effectively dumped this movie and banked almost solely Cruise's star power to sell it.

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I'd say without Iron Man 3 it would have made 10% more.  Bloody Iron Man.


With a good marketing compaign it would have made $350m. Marketing campaign was the worst for a big studio movie since John Carter.  They played the plot too close to their chests, hoping people would be intrigued by a mystery, but instead it failed to capture what the story was about or give the movie a hook. 

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