If the movie is mediocre and the cost of production is very great, then over-reliance on commercials may not be worth the candle. In the long run, you need a good word of mouth to keep drawing new audiences.

I recall The Waterwold (1995). That movie, starring Kevin Kosner (Dancing of the Wolves), was reputedly the most expensive (costing something to the tune of US$170 million to produce and promote) movie ever made at the time. From poor word of mouth, it quickly withered into one of the most expensive failures in history.

If the film is good quality, on the other hand, it may not need megabucks marketing. Word of mouth will do. Four Weddings and a Funeral (1994), for example, is a British comedy made on a small budget (US$4.4 million, small by American standards), but word of mouth enabled it to have a lasting success spanning months and years. In the end it became a hit the world over.

At the end of the day, as they say, when all is said and done, word of mouth (reputation) counts.

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