MPAA (Motion Picture Association of America) data from 2000 shows that of the total average spend per film in Hollywood that year, print costs accounted for just 4 per cent of the total.

Closer study also shows that physical print costs amounted to just 12 per cent of average spend when accounted for in the sub-category known as "P&A", or prints and advertising.

The corollary is that 88 per cent of the typical P&A budget was being spent on advertising. This raises questions about why film companies should attempt savings only in what is a small part of the spend, and why there are not equal calls for cost-cutting in other areas, such as advertising.