Word: balsbaugh
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...because America remains Hollywood's largest single market, studios spend prodigiously to promote their films at home. Marketing expenses can equal the cost of producing a picture. Says Mara Balsbaugh, an industry analyst for Smith Barney: "It used to cost $5 million to $6 million to open a movie. Now it costs $15 million." To make a big splash, a major film might open on as many as 2,100 screens. The prints alone, at $2,000 apiece, would cost $4.2 million...
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