Metro-Goldwyn-Mayer is spending twice the usual amount to market Tom Cruise's "Valkyrie," in an effort to give it a fighting chance when it opens at the box office Christmas day.
"Valkyrie" is the second film that MGM is releasing under the revived United Artists banner, and its success is critical from both a public relations and financial perspective.
Studios typically reserve that kind of spending for films with blockbuster potential... Films expected to generate less than $100 million - and industry watchers say "Valkyrie" fits into that category - generally get marketing budgets of around $35 million.
With the extended marketing spend, the total cost of Valkyrie is estimated at $160 million.