David A. Gross, who runs the movie consulting firm Franchise Entertainment Research, says that "the production cost was an estimated $250 million. That's a lot of money for a Santa Claus story. The opening is not a disaster, but it's not enough against $250 million before marketing and distribution. A film like this should not have been made for more than $150 million."
Amazon MGM's head of theatrical distribution Kevin Wilson said, "We have to see how this plays into the holidays. We have big competition coming behind us... that's no secret... But we offer something a little different than those movies."
Wilson adds, "Whether or not people like it, the value of these movies is different for our business model. If we can put these movies out theatrically and cover our P&A [print and advertising] costs, why wouldn't we? We're getting a massive marketing campaign that's being paid for before the film gets to streaming."
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