It’s possible for movies to fall well outside of the twice budget rule and yet buck the expected outcome. Movies can limp at the box office (due to poor marketing, unseasonably good weather or any number of unpredictable events) and then outperform on Home Ent, TV and VOD. Similarly, we can’t know how much was spent on marketing so if a studio over-promotes a movie then its high box office gross could conceivably still be too slight to bring the movie into profit.It’s possible for movies to fall well outside of the twice budget rule and yet buck the expected outcome. Movies can limp at the box office (due to poor marketing, unseasonably good weather or any number of unpredictable events) and then outperform on Home Ent, TV and VOD. Similarly, we can’t know how much was spent on marketing so if a studio over-promotes a movie then its high box office gross could conceivably still be too slight to bring the movie into profit.