Originally Posted by JKKS085
...I think WB decided that it was just not worth it. It would've been ridiculous to spend even more money on a film that costed them too much already and for what ? 2 more millions at best while marketing only would have cost them at least twice that amount of money (it's been rumored that Disney/Marvel spent an additionnal 5 millions, in advertising only, for the domestic re-expanding of The Avengers) ?
If the film was sitting at 298 millions and needed some boost to get to 300 millions it would've been a different story. But in terms of how the movie's number will be appreciated 291 or 293 millions is pretty much the same.
Re-releasing a movie (or extending its run) usually bumps its gross and is good for “bragging rights.” But typically, as a movie ages, the percentage of the box office that goes to the studio steadily declines. (Their take might be 80% to begin with, and only 20% by the end.) So - as you say - a calculation takes place which considers the extra distribution and advertising costs vs. revenue (now, a much smaller
piece of the pie).