I'm talking about the reality of the industry and no studio has that money to spare, and no director has the means to spend it. Unless he wants to film it on the surface of the moon. Even then it wouldn't cost him that much...
But yes, it's just as I said. Think about theater sales, merchandising, licensing, then TV, cable, on demand and pay per view, hotels, airplanes, dvd, blu ray, the new media etc, etc. And then, do the same, but for overseas... Every major movie gets exposed to all of this within a year. In the long run it's still there, and they push it even further with double dips in the dvd market, limited and sometimes wide re-releases even more merchandising etc.
It's all true, and it makes perfect sense.