I dunno, if they are calling this a marketing spend and hence financial return isn't needed or expected then I wonder if it's money wisely spent. The same money could have gone into much more effective marketing than producing a critically panned, box office flop.
“The fundamental cause of the trouble is that in the modern world the stupid are cocksure while the intelligent are full of doubt.” - Bertrand Russell
"When the power of love overcomes the love of power, the world will know peace."
Jimi Hendrix