Let me break it down for the slow Kats.
The movie made 32M at the box office. Typically, theaters keep 25% of the revenues, first week, 50% second week and 75% afterwards. Let's assume the studio, on average, keeps 60% of the revenues, which coresponds to 19.2M. The production budget alone was 12M. Therefore, the marketing budget has to be 7M or less for them to make profit. Not sure what the production budget is but you can imagine that they didn't make much money from it
