also an unwillingless to go head to head at the box office, for fear of losing an awful lot of money.
i.e. Pixar are bringing out a new movie, mmm they are usually pretty good, don't want our film to go largely unnoticed due to the enormous amount of advertising for their film, and the game, the clothes, the merchandise etc etc. kids will deffo go for Buzz lightyear part 19 cos they've gone for every other one, we'll have to either shelve this or go straight to dvd, thats it then 'captain underpants - the curse of the nostril nuggets (3d) will have to wait a while.