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'Snow White and the Huntsman' Box Office vs. Budget: Hit or Flop?

Kristen Stewart Rupert Sanders Cheating Scandal SWATH box office'Snow White and the Huntsman'

Kristen Stewart & Rupert Sanders 'cheating' scandal helped Snow White and the Huntsman box office?

July 31, '12, update: In the United States and Canada, despite the loss of nearly 15 percent of its venues, Snow White and the Huntsman was down less than 8 percent compared to the previous weekend, taking in $394,000 at 355 locations. Overseas, the film added an estimated $2 million. In other words: if the Kristen Stewart & Rupert Sanders “cheating” scandal – which has been major news around the globe – in any way affected the Snow White and the Huntsman box office receipts, it had a positive effect (at least in North America). [See also Kristen Stewart and Rupert Sanders cheating scandal nonsense.]

For those who don't know, Rupert Sanders is married to model Liberty Ross; Kristen Stewart had reportedly been dating Robert Pattinson. Now, back to what matters: directed by Sanders and starring Stewart, Chris Hemsworth, Charlize Theron, and Sam Claflin, as of Sunday, July 29, Snow White and the Huntsman has grossed an estimated $385.46 million globally: $153.26 million (40.2 percent) in the U.S. and Canada, and $232.2 million (59.8 percent) internationally.

Snow White and the Huntsman not to reach $400 million?

A couple of weeks ago, it seemed possible that Snow White and the Huntsman would reach the $400 million milestone worldwide. At this stage, however, barring a China release (or an unexpected box office jump), that no longer seems at all feasible. No, the “cheating” scandal had nothing to do with that. The Dark Knight Rises, on the other hand, is certainly a key culprit. After ten days, the Christopher Nolan-Christian Bale Batman film has brought in an estimated $248.2 million overseas. And there's only so much money to be spent at movie theaters.

Snow White and the Huntsman's current worldwide total is an estimated $385.4 million. Chances are that Sanders' film will end its run somewhere around $395 million.

Produced by Roth Films (the company headed by Alice in Wonderland's Joe Roth) and distributed by Universal Pictures domestically and in most international territories (via UIP), Snow White and the Huntsman reportedly cost a whopping $170 million.

As a rule (though those percentages can vary widely), Hollywood studios collect circa 50 percent of their movies' total gross at the North American box office and 40 percent of the overseas take. If we apply those percentages to Snow White and the Huntsman, the period fantasy adventure has earned Universal / Roth Films approximately $76.6 million in North America and $92.9 million overseas, for a grand total of $169.5 million – or about $500,000 less than the film's official budget.

But let's not be nitpicky. For all purposes, Snow White and the Huntsman has finally recovered its gargantuan budget at the worldwide box office.

Now, remember: Universal quite likely spent another $80m-$90 million plugging / distributing their (reported) $170 million film. Although marketing and distribution expenses can vary widely, as a rule of thumb, they amount to about half of a film's budget. Obviously, Snow White and the Huntsman will not recover that amount at the box office, but the studio will in all probability recover those expenses – and more – once global ancillary revenues are tallied.

Snow White and the Huntsman DVD release

That being the case, cheating scandal or no cheating scandal, expect Snow White and the Huntsman 2 to get made. Of course, whether or not cast and director will remain the same is debatable. But then again, that was debatable long before the news of the Kristen Stewart / Rupert Sanders “affair” broke out. Note: The Snow White and the Huntsman DVD comes out on Sept. 11 in the United States.

In addition to Kristen Stewart as Snow White, Charlize Theron as the Evil Queen Ravenna, Chris Hemsworth as The Huntsman, and Sam Claflin as Prince William, the Snow White and the Huntsman cast includes Bob Hoskins, Ian McShane, Eddie Marsan, Ray Winstone, Vincent Regan, Noah Huntley, Nick Frost, Rachael Stirling, and Toby Jones. The SWATH screenplay was credited to Evan Daugherty, John Lee Hancock, and Hossein Amini.

“SNOW WHITE AND THE HUNTSMAN Box Office Unaffected by Kristen Stewart / Rupert Sanders 'Cheating' Scandal” Snow White and the Huntsman wallpaper: Alex Bailey / Universal Pictures.

Snow White and the Huntsman box office Charlize TheronSnow White and the Huntsman box office vs. budget. (Image: Charlize Theron as the raven-feathered Queen Ravenna.) This is an updated and revised version of a July 14 article about the box office performance of Snow White and the Huntsman in relation to its cost.

Snow White and the Huntsman box office updated

As of Sunday, July 15, Rupert Sanders' Snow White and the Huntsman has earned $370.4 million globally: $151.6 million (40.9 percent) in the United States and Canada, in addition to $218.8 million (59.1 percent) internationally. Once again, that's not bad at all for a movie some have insisted on calling a “modest” or “moderate” box office success.

Directed by feature-film newcomer Rupert Sanders, Snow White and the Huntsman stars Breaking Dawn - Part 2's Kristen Stewart as Snow White, The Avengers' Chris Hemsworth as The Huntsman, Prometheus' Charlize Theron as the Evil Queen Ravenna, and Pirates of the Caribbean: On Stranger Tides' Sam Claflin as Prince William. Produced by Roth Films (the company headed by Alice in Wonderland's Joe Roth) and distributed by Universal Pictures, Snow White and the Huntsman reportedly cost a whopping $170 million.

As a rule (though those percentages can vary widely), Hollywood studios get around 50 percent of their movies' gross at the North American box office and 40 percent of the overseas take. If we apply those percentages to Snow White and the Huntsman, Rupert Sanders' period fantasy adventure has earned Universal / Roth Films approximately $76 million in North America and $87.5 million overseas, for a grand total of $163.5 million – or about $6.5 million less than the film's official budget.

Snow White and the Huntsman will recover its budget at box office

Mea culpa: I should have waited a couple of days before publishing my July 14 Snow White and the Huntsman box office article, which I had begun writing and researching last week. I posted the following two days ago, based on data from the previous weekend: “Now, is there a chance for Snow White and the Huntsman to fully recover its (reported) budget at the box office? At this stage it seems unlikely (though not impossible), as another $30 million or so would be needed worldwide – chiefly overseas, for the film's domestic legs have pretty much run their course.”

I (humbly) take that back. Considering how strongly Snow White and the Huntsman continues to perform abroad, the film not only will recover its production budget at the box office – it only needs another $15 million or so – but it could end its run around $400 million.

For instance, this weekend Snow White and the Huntsman added $9.3 million, including $3.7 million in Italy*, where it opened last Wednesday and beat Andrew Garfield / Emma Stone's The Amazing Spider-Man at the local box office. Even without taking the Italian market into account, Snow White and the Huntsman was down a relatively modest 32 percent internationally – which means sturdy box office legs.

Snow White and the Huntsman 2012 Kristen StewartSnow White and the Huntsman 2012 Sequel a good idea? (Photo: Kristen Stewart as an armor-clad Snow White.) Things could change, however, if Christopher Nolan / Christian Bale's The Dark Knight Rises, which opens this week, sucks the box office air out of every other release. To a certain extent, that's what happened when Joss Whedon's The Avengers opened in the spring. Now, Snow White and the Huntsman will recover its budget regardless, but in that scenario Rupert Sanders' film could have trouble reaching $400 million worldwide. We'll see.

Snow White and the Huntsman marketing / distribution costs covered?

Remember, Universal quite likely spent another $80m-$90 million plugging / distributing their (reported) $170 million film – although those numbers can vary widely, as a rule of thumb, marketing / distribution expenses amount to about half of a film's budget. It's impossible that Snow White and the Huntsman will recover that amount at the box office, as another $200 million or whereabouts would be needed.

So, will Snow White and the Huntsman end up in the black? As stated in my previous SWATH article (see further below), yes, it definitely will. Box-office revenues represent a relatively small percentage of a film's total income. True, figures vary from film to film and from country to country, but a recent local UK study pegged them at about 25 percent.

Even if we raise that percentage as high as 50 percent, that means once worldwide ancillary revenues are tallied, Snow White and the Huntsman should have added at least another $370 million to its total take†. That would be more than enough to cover the film's marketing / distribution budget and associated ancillary expenses, and leave the producing companies quite a bit of extra change.

Snow White and the Huntsman 2012 sequel: Good idea?

That helps to explain why a Snow White and the Huntsman sequel is reportedly in the works. Whether or not the sequel will pan out remains to be seen – though from the get-go, producer Joe Roth said he intended Snow White and the Huntsman to be part one of a trilogy. But at this stage SWATH 2 certainly looks like a good idea. That would be especially true if things don't have to be rushed, as there certainly won't be a sequel to Julia Roberts / Lily Collins' Mirror Mirror. And here's wondering if the sequel will be known as Snow White and the Huntsman 2 in 3D, so as to boost foreign sales of what's bound to become another costly production.

In addition to Kristen Stewart, Charlize Theron, Chris Hemsworth, and Sam Claflin, the Snow White and the Huntsman cast includes Bob Hoskins, Ian McShane, Eddie Marsan, Ray Winstone, Vincent Regan, Noah Huntley, Nick Frost, Rachael Stirling, and Toby Jones. The SWATH screenplay was credited to Evan Daugherty, John Lee Hancock, and Hossein Amini.

† Studios spend considerably less on marketing / distributing DVDs than big-screen releases, while television rights are a financial bonanza as the related costs are usually small. Also worth noting is that, at least in the domestic market, the studios' cut of the grosses from DVD sales is about 66 percent. And bear in mind that a percentage of the money Universal and Roth Films earn will be (however reluctantly) shared with the talent getting a cut of the Snow White and the Huntsman's gross / rentals.

July 14

Snow White and the Huntsman budget Kristen StewartSnow White and the Huntsman budget recovered? (Image: Kristen Stewart as Snow White.)

Rupert Sanders' Snow White and the Huntsman has earned $354.71 million worldwide: as of Thursday, July 12, the film has grossed $150.6 million (42.5 percent) in North America, in addition to $204.1 million (57.5 percent) up to July 8 at the international box office. Not bad at all for a movie some insist on referring to as a “modest” success. [Addendum: This two-part article has been revised and updated.

Starring Kristen Stewart as Snow White, Chris Hemsworth as The Huntsman, Charlize Theron as the Evil Queen Ravenna, and Sam Claflin as Prince William, the Universal release had a reported $170 million budget.

As a rule, Hollywood studios get about 50 percent of a movie's box office gross in North America and 40 percent of the overseas take. If we apply those percentages (which can and do vary) to Snow White and the Huntsman, Rupert Sanders' first feature has earned Universal approximately $75 million in North America and $81.5 million internationally, for a grand total of $156.5 million – or about $13.5 million less than the film's official budget.

Snow White and the Huntsman to recover its (big) budget?

Now, is there a chance for Snow White and the Huntsman to fully recover its (reported) budget at the box office? At this stage it seems unlikely (though not impossible), as another $30 million or so would be needed worldwide – chiefly overseas, for the film's domestic legs have pretty much run their course. In fact, though at a considerably slower pace, business has begun dwindling abroad as well; last weekend, Snow White and the Huntsman added a relatively modest $8.2 million.

Italy, where Snow White and the Huntsman opened last Wednesday, is the only major market where the film's box office figures have yet to be fully tallied. Things have started out well: according to Screenweek.it, the Kristen Stewart / Charlize Theron / Chris Hemsworth combo has grossed $1.95 million in its first three days, and may top Andrew Garfield / Emma Stone's The Amazing Spider-Man at the Italian box office this weekend. Even so, there's no chance Italy alone will suffice to lift Snow White and the Huntsman's international cume as high as it needs to go.

Snow White and the Huntsman in China?

However, if Universal gets Snow White and the Huntsman into China, then everything changes. So far, there's no scheduled release date in that country, which allows only a small number of foreign blockbusters into their theaters each year.

Although Kristen Stewart's stardom in Shanghai and Beijing may not be what it is most elsewhere – no Twilight movie has been screened in China; in Hong Kong, they've done only okay – action movies with special effects fare particularly well in that country. Indeed, Chris Hemsworth has a major hit at the Chinese box office: The Avengers has raked in $84.1 million. Though not based on a comic strip and not in 3D, I'd be very surprised if Snow White and the Huntsman doesn't turn out to be a major local hit.

[“Budget Recovered? SNOW WHITE AND THE HUNTSMAN” continues on the next page. See link below.]

Kristen Stewart Snow White / Snow White and the Huntsman 2012 picture: Universal Pictures.

Snow White and the Huntsman Chris Hemsworth Kristen Stewart

Without China, can Snow White and the Huntsman ever recoup its budget for the studio? Not only it can, but it will. In fact, Sanders' film should easily be able to recover even the extra $80m-$90 million the studio likely spent marketing / distributing it. (As a rule of thumb, marketing / distribution costs amount to about half of a film's budget – though those figures can vary widely.)

According to a recent study in the United Kingdom, last year only 24 percent of British film revenues came from (apparently domestic) box office receipts. For a blockbuster such as the Anglo-American co-production Sherlock Holmes, the breakdown was 57 percent for box office / TV / cable / satellite and 43 percent for DVD / Blu-ray / digital.

Of course, those percentages vary from country to country, but let's use a really conservative figure for Snow White and the Huntsman: 50 percent box office , 50 percent everything else. In both cases, worldwide earnings.

At this point in time, that would mean another $355 million in ancillary revenues for the Universal release. Even if the studio gets only half of that amount*, or about $177.5 million, that would be more than enough to cover the little that's left of the budget, in addition to the studio's marketing / distribution expenses. In that scenario, Universal would ultimately be left with significant earnings: even after deducting expenses for the marketing / distribution of DVDs, etc., the studio would collect around $50 million.

Once again, these are “speculative estimates.” The point I'm making is that Universal will recover its investment on Snow White and the Huntsman – plus (sizable) change. That helps to explain why Snow White and the Huntsman 2 is in the works.

Snow White and the Huntsman top international markets

Snow White and the Huntsman's top foreign markets are the following (figures up to July 8): the United Kingdom with $23.43 million, Japan with $18.14 million, Australia with $15.97 million, Mexico with $15.82 million, France with $13.42 million, Germany with $13.2 million, Japan with $10.93 million, Russia/CIS with $12.56 million, Brazil with $12.31 million, and Spain with $10.72 million.

Besides the aforementioned Kristen Stewart, Charlize Theron, Chris Hemsworth, and Sam Claflin, the Snow White and the Huntsman cast includes Bob Hoskins, Ian McShane, Eddie Marsan, Ray Winstone, Vincent Regan, Noah Huntley, Nick Frost, Rachael Stirling, and Toby Jones. The screenplay was credited to Evan Daugherty, John Lee Hancock, and Hossein Amini.

* Note: Studios spend less on marketing / distributing DVDs than big-screen releases. Also worth noting is that their cut of the grosses from DVD sales is considerably larger, about 66 percent – at least in the domestic market. And remember that a percentage of the money Universal and co-producing company Roth Films earn will have to be (however reluctantly) handed to the talent getting a share of the Snow White and the Huntsman's gross / rentals.

Box office information: Box Office Mojo.

Kristen Stewart Snow White / Snow White and the Huntsman 2012 picture: Alex Bailey / Universal Pictures.

* Italian figure includes pre-weekend screenings.

Snow White and the Huntsman Charlize Theron Evil Queen Ravenna picture: Alex Bailey / Universal Pictures.

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28 Comments to 'Snow White and the Huntsman' Box Office vs. Budget: Hit or Flop?

  1. zac

    @Freya

    >>>Zac, you are so smart on different topics, it has always been a pleasure to read anything from you.

    Thank you!!

    >>>>But when it comes to Kristen Stewart it always looks like you try hard to do her a favor instead of being objective.

    Hm… You might want to check this out:

    http://www.altfg.com/blog/movie/kristen-stewart-welcome-to-the-rileys-controversy/

    >>>>>But the movie is desperately trying to make ends meet (even you don't argue on that point).

    Actually I would. At the box office, “Snow White and the Huntsman” will just about break even (budget, not including P&A), but ancillary revenues will surely help it end up earning Universal (and Roth Films) some good $$$, depending on the sort of distribution contract they have between them.

    >>>>>>>>And by the way, in your theory - EVERY MOVIE THAT ENDS UP IN THE BLACK NEEDS A SEQUEL? Oh really? Don't you think it's just funny? Are you prepared to be overwhelmed by the sequels in the nearest future?

    We're *already* overwhelmed by sequels, remakes, reboots and the like. Hard to imagine it getting any worse. But one clarification: I didn't say “Snow White and the Huntsman” NEEDS a sequel. I said Universal is reportedly working on one and that from the start producer Joe Roth had said he wanted the first “Snow White and the Huntsman” to be part 1 of a trilogy.

    And that from a *business* standpoint it could be seen as a good idea, especially considering that sequels usually fare better than the first movie. That's it.

    So, I wasn't saying it's a good idea from a storytelling standpoint or that the world of cinema needs SWATH 2.

    Having said that, if things aren't rushed the way they were for “Snow White and the Huntsman” (because of competition with Relativity's “Mirror Mirror”), there's a chance SWATH 2 — if it does get made — will be a better movie than the first. We'll see…

  2. Freya

    Zac, you are so smart on different topics, it has always been a pleasure to read anything from you. But when it comes to Kristen Stewart it always looks like you try hard to do her a favor instead of being objective. Most of moviegoers found SWATH mediocre if not absolutely bad. Critics said it just didn't live up to the expectations. It would mean nothing if the flick had reached 700 mln at the box office as the Twilight series did. But the movie is desperately trying to make ends meet (even you don't argue on that point). And by the way, in your theory - EVERY MOVIE THAT ENDS UP IN THE BLACK NEEDS A SEQUEL? Oh really? Don't you think it's just funny? Are you prepared to be overwhelmed by the sequels in the nearest future?

  3. zac

    @lena @Lesbilandia

    Perhaps Charlize Theron will be brought back somehow for the “Snow White and the Huntsman” sequel? Maybe Ravenna had a twin sister (Crowenna???), who's now out to avenge her??

    @Riley
    Re: Universal's “Battleship”
    Using the 50% domestic; 40% foreign gross going to the studio:
    $32.5m + $94.5m = $127m
    Reported production budget = $210m + est. $110 P&A = $320m

    Even if “Battleship” ends up earning another $300m worldwide in ancillary revenues, let's say (being quite generous) that 66% (two-thirds) of that amount goes to Universal. That would be $200m.

    $127m + $200m = $327m - $320m = $7m in “profits”

    But then you have to deduct marketing / distribution / overhead expenses tied to the ancillary “product,” not to mention the percentage of the gross / rentals that goes to partners (such as Hasbro) & other producing companies, and/or performers/director/screenwriters who get a share of the gross / rentals, etc.

    In other words: depending on how much they put up for the production budget, in this scenario Universal would end up very much in the red.

    And remember, ancillary revenues will take some time before they get to Universal's coffers.

    Also, a $100m writedown for Universal (as part of NBC Universal, an entity owned by GE & Comcast) would look quite good on their corporate tax forms, no? Ancillary revenues could perhaps be spread out over the course of months (or years), so as to avoid higher quarterly taxes?

    GE, the company that brings light and happiness (and nuclear weapon materials) to the world, has some very good accountants (and a reported 49% share on NBC Universal): http://www.nytimes.com/2011/03/25/business/economy/25tax.html?pagewanted=all

  4. lena

    a swath's sequel without Charlize??I think it's a bad idea, you're probably a big fan of kStew, but let's be honest, her performance was very shabby ,the critics hated the film and her. success at the box office is mainly due to special effects and Charlize Theron

  5. Spanglish in Lesbilandia

    After having watched Snow White and the Huntsman I honestly don't believe it merits a sequel. I wouldn't say it was a bad movie …it was entertaining up to a point but WHY? Yes, I know Hollywood will do whatever they think will make more money, but somehow I don't really see a sequel as being a box office “success” …especially without Charlize Theron.

  6. Ridley

    Thanks for the update Zac! Ultimately, am still confused about the funny math. By your account, Battleship should break even. Would that be correct? But some sites are calling for a 100M write down from Uni? Would low to hear your thoughts on this. By this estimation, it's no wonder production budgets just get bigger!

  7. Ridley

    Interesting that these numbers are spun everywhich way. Maybe most comparable could be Tron Legacy? 400 Mil WW. 170 Domestic. 170 prod cost. Seem to recall that this was considered a major disappointment for Disney.

    On another point,, I agree that Stewart isn't by any means on the level of Cruise. At the same time, doesn't how well this movie is doing abroad a measure of her international appeal? Most recently SWATH opens ahead of Spiderman in Italy amongst other markets. Looking at the most recent numbers is ~400M that far out of reach at this point? Given that this is currently 370M to datei wonder. Of course Dark Knight opens next weekend.

  8. zac

    @Riley,

    >>From a rule of thumb perspective, is there a magic number that guarantees Trades consider something a hit?

    I'd say it often depends on the publication's or the writer's agenda. Tom Cruise's “Knight and Day” earned $261m worldwide. Reported cost: $117m. Most of what I've seen describe the movie as a “flop” or a “bomb” or a “disappointment.”

    Why? Tom Cruise is in it. He has become a magnet for negative publicity in the last few years. Those people/publications will spin the facts whichever way they want. “Knight and Day” was a disappointment in North America? Well, let's use *that* as THE parameter to judge the movie's performance. It fits with the kind of image we want for someone like Tom Cruise.

    “Snow White and the Huntsman” stars that “Twilight” chick? Yikes. We all know none of the “Twilight” stars are real stars or box-office attractions. Can't say the film is a bomb? Well, call it a “modest” success or a “moderate performer,” or some such. And so it goes…

    Needless to say, that happens with everything, not just when it comes to reporting entertainment news or the box-office performance of a movie such as “Snow White and the Huntsman.”

    Addendum: When it comes to “Snow White and the Huntsman,” I'm talking about its success — as stated in the article — at the box office. Universal's eventual earnings are something else. Also, I don't believe Joe Roth (the “Alice in Wonderland” producer) was expecting as a big a return on “Snow White” as in “Alice in Wonderland” for three reasons: no 3D, not a children's movie, no Johnny Depp (major star abroad).

  9. Ridley

    Thanks Zac. It's interesting that these are all about expectation and how the movies meet expectations whether stated or not in Trade. From the producers of Alice in Wonderland, I am sure they were expecting a lot more out from this. Allowing the budget to balloon over 170 million as well. Added onto this, it was a kind of p*%@-ing contest with Ryan Kavanaugh, makes for not necessarily the best movie making.

    From a rule of thumb perspective, is there a magic number that guarantees Trades consider something a hit? Like making box office of 100m ore more or is it definitely relative to the budget? Meaning if JC made $125 million, it would not have been thusly crucified?

  10. zac

    @jo

    Point well taken re: sequels…

    @Ridley,

    I've seen “Snow White and the Huntsman” referred to as a “modest” or “moderate” success in the trades and, I believe, the “Los Angeles Times.” Just checked. LAT does indeed talk about SWATH's “moderate performance.” They were saying that Universal needed a big hit like “Ted.”

    One thing you'll notice when you're reading US publications is that they usually take into account only the United States. Nothing else matters. Or at least not as much. The studios, of course, know better.

  11. jo

    it will probably break even without china. what is hurting this movie though is it's massive budget. it started out at 70 million and grew to over 170. they promoted it everywhere. there were tons of billboards all over the place in cities, and i think universal was hoping to get a lot more back then what they will. they had a whole weekend on hsn pumping this movie and selling stuff. the movie didn't bomb by any means, and i'm sure they will be happy with what they get back. it's funny though you look at their movie ted, that movie cost about 90 million, and has already made more domestically then snow white. what is helping snow white though is it's appeal overseas, so that's one good thing. i'm wondering though if universal will cut the budget if they do a sequel (i'm one of those that don't believe sequels till they are ready to go, and that goes for any movie).

  12. zac

    @jo

    You make a good point, though I meant that China grosses — or rather, rentals, i.e., money going to Universal — could be the “tipping point” so “Snow White and the Huntsman” would break even at the worldwide box office.

    From what I've read, the Hollywood studios claim they used to get 13-17.5% of the gross in the Chinese market, now upped to 20-25%. How accurate that is, only someone with direct access to each Hollywood studio's accounting procedures / contracts would know for sure…

  13. r

    Hi Zac, what is the industry perception on SWATH? When you mention 'modest,' is that in the blogosphere or by the powers that be? Would imagine that those in the know would know better about the numbers.

  14. jo

    doubt they will get it into china. china is a very stingy place for movies. also it's not the make it or break it market. studio's get a lot less from china vs what they get from other countries. there was an article about this from the new york times about the sec asking if hollywood studios are briding the chinese government to show their movies. they mentioned that studios get only get about 15% of gross, and that just got changed to 25% from china.

  15. Nin

    Sanders will return for SNWATH2 but Kristen will not. I hope that she had not signed any contracts to return. She does not need to do it. She should go back to indie movies where the stories, script, directing and her acting is better.

  16. nt

    Nah,if Swath 2 even gets made Ruprick Sanders would get the axe because all he did prior to this was tv commercials so no big loss there.

  17. Lena

    I bet un apple cake that Swath 2 will be done with both,Rupert and KStew! Robsten is dead! Long life to Rupsten !

  18. Amanda

    Excellent information. I would be very surprised if SWATH 2 is made with BOTH Sanders and Stewart involved. Do you think Universal would be more reluctant to get rid of Sanders or Kristen?

  19. Julie

    Taking into account the big-ass advertising costs (& wink wink, lead stars taking separate private jets for promotional tours), will SWATH still make PROFITS? I seriously doubt it. By now, SWATH has pretty much been shown in all major overseas markets.

  20. Summeriris

    Interestig analysis but I have to agree with Don and not with luacheia99 . in the UK at least. SNOW WHITE AND THE HUNTSMAN was very highly marketed. There were TV spots on every single channel, it even sposored a show on the Scifi Channel. that cost signifigantly more that billboards, though it was up on quite a few of those. It hink the marketing costs were on the heavy side to tell the truth. So yes, maybe it is a success as far as the Twilight fans are concerned, unfortunatedly it's not that populatr with at teast half of the people who saw it. Those reviews panning it are just about half.

  21. Sam

    I'm glad SWATH is doing so well. Everyone worked so hard on it.

    Lea, I totally agree. This just proves that Kristen CAN make good movies that bring in the cash. Her haters can go and cry now because the movie didn't fail! :)

    As for the cost, SWATH had a ton of special effects which are very expensive to produce. Also, did you see those big huge group scenes? Those take up a lot of time and money too. AND it's quite a long movie. It all adds up ;) Marketing probably goes into it too, although I don't think it would be 100mil…

    Either way, I'm happy.

  22. Lea

    I still can't believe that it cost that much of this film?Can somebody really help me if really the budget to produce this film is 170million cos I still cannot believe it?thank god that it brings back the production budget cost because I'm sure some of kristen haters used this to hate her more and blaming her if this film is flop.

  23. kris

    hi i have heard the budget for SWATH was 70 for production and 100 for marketing so all together 170 million. i dont know if true but thats what i have heard

  24. Freya

    What are the calculations for? SWATH is not a flop but it is not a huge success either. They have budget of 225 mln with marketing and they obviously hoped for more than 350+ mln (I doubt there is a chance to reach 400 mln). There were so much investments in the movie (I mean not only money), everyone was talking about SWATH sometime around, and it still struggling to break even. Only Kristen Stewart's fans claim it's a success. Look at the other summer blockbusters - The Amazing Spiderman, Men in black 4, Ted (not to mention The Avengers) - they are really successful but SWATH is somewhere in the middle, it just didn't live up to the buzz.

  25. luacheia99

    Jo,

    Yeah… I agree with you! We don't have more quality movie been made for lack of money that Studios are putting in one only bag of eggs. For me it is a pity and a sad thing. I reduced hugely the quantity of movies I see per year for lack of what to see.
    Most of the American indie movies don't get distribution. So… I miss the opportunity of see them… :(
    As well… The European and Latino productions are almost zero now a days… We are buried in a huge amount of male teen blockbusters, some comedies and only a few movies that brings something!
    It has to end! 150/250M budget movies are insane! It is nuts! The industry is a wreck route to collective financial suicide. It seems each time more like a Russian roulette!

  26. jo

    @luacheia99, i think the days of studios making films on a modest budget are getting few and far in between. why studios need to feel like they have to spend so much to make a movie is beyond me. there have been many great modest budgeted movies that go on to make their budget plus profit. it's sad because many indie flims are struggling to get made, and studios pass on them to make crap like guinness world book of records the movie, and yes they are actually making that into a movie

  27. zac

    @luacheia99

    As always, thanks for writing.

    The “40% cut” takes into account the fact that the Hollywood majors usually distribute their own movies abroad. But again, that's the “common wisdom,” in other words, the percentage you see mentioned everywhere. How accurate that is, it's impossible to tell unless one checks the studios' accounting documentation for each of their films.

    But remember, international releases will accrue local fees/taxes, in addition to the cut of the local distributor / exhibitors. That's one key reason why the Hollywood majors' international cut is lower than their domestic one.

    More “common wisdow”: the 50% of the production budget spent on marketing / distribution. That percentage surely varies widely, depending on how big (or small) a film's budget.

    Now, I'd say chances are that a movie with a (reported) $170m budget will propel its studio to spend more than $50m in marketing.

    For comparison's sake: the reported marketing budget for the most recent “Paranormal Activity” movie was $25m. How could Universal only spend twice as much on a movie that (officially) cost 170 times what PA cost?

    Unless I see hard data somewhere that show a smaller amount, I'd bet on the $85m-$90m estimate. When you invest that much money ($170m) on a movie, you do want — you *need* — huge returns. Marketing is the key to achieve that goal, especially considering that a film's box-office success will radically affect ancillary sales.

    But again, the only way to know for sure how much $$$$ was spent on “Snow White and the Huntsman”: an in-depth examination of Universal's accounting department…

    Once again, thanks for writing, luacheia99.

  28. luacheia99

    Zac,

    I think the international earn will be a lot more then 40% because it was mostly distributed by Universal Picture International. In 60 countries, I saw maybe only 5 different distributors, the rest it was made by UPI.

    Beside it I don't think it spent between 70/80 M in marketing. I saw numbers around 50M or less in some sites and analyzes. Basically because it had a very good viral campaign but it was mostly a viral online campaign and just two premieres that had good sponsors, in London and Sidney. Mega installations were only seen in US and UK.

    In most countries as in Brazil the marketing campaign for any movie is ridiculous. It is mostly posters and card-boards in the cinemas and in some road back-lights. I also saw an online trailer campaign on YouTube, nothing more.

    I don't think this kind of campaign are very expensive…

    The movie will add until its ends more 5M or so, making a domestic total of 155M, At foreign BO, at least more 20M minimum but if it goes well in Italy it can make 25M. How? Well it made 14.8M last week/weekend, this week (not including Italy) it will make at least more 7M and the next week/weekend after, more 3M. Soooo it can ending its course with at least more 10/13M plus more 7/12M from Italy.

    So… 355M plus a domestic 5M plus foreign 17/25M… We could say it probably will end its course earning between 377M to 385M.

    Lets put it around 380M.

    With UPI distributing internationally, Universal cut is probably 50% in the foreign BO also.

    So… It would be returning around 190M to pay the 170M production budget and a good part of the 50M marketing budget with the another 20M.

    The profit will be sure and good!

    For a 2D fairytale, not franchise or an adaptation of a book with a rabbit fan base… It did really good!

    But… Please GOD, make these Studios nut budgets trend stop! Movie goers want good movies, they don't care if it is made by 17 or 170 M. A 170 M budget for any movie is sick! Totally nuts!

    A movie that makes this kind of money is a huge success, not a phenomenon but a huge success! Doesn't matter if a crazy executive decision made it almost impossible of be profitable! It is a lot of tickets! I saw that some fans of Kristen Stewart saw it from 4 to 17 times. Can you imagine that? I saw it 3 times!