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Two things go into making a movie.
1) You obviously have to make the movie.
2) You still need a budget of a few million to promote said movie.
Chris got ahead of himself and put all of his chips on making the movie. When it came time for promotion, the money was gone.
The sad part is that he worked in this industry and should have known better. If you don't have your own traffic what is the point of building a paysite? You need to have a steady influx of traffic. So if he didn't have a plan of attack on promotion then he is an idiot. He could have used indie channels like social media and the like. Then paid the nominal fee to have Luke or all three actors on the late night talk shows.
As far as I can tell he figured it'd just sell itself.
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