Just to sum up total revenue sources to the studio : US theatrical + foreign theatrical + Pay Per View + DVD + TV/cable/satellite both the US and foreign + streaming + airlines/hotels.
A common assumption is that the US theatrical gets only a quarter of total revenues per project. Successful action films usually do better overseas than in the US but the marketing costs can be higher and the studio cut lower as well.
And marketing costs are often quite inflated as well, especially if the distributor is studio's own arm. In that regard, the studio is de facto double dipping. (the same goes for financing).
Many films that are officially only marginal winners are huge profit earners once proper accounting is done.*
*Read some of those leaked Sony info.
The "game" is even worse than mentioned. It's not just the three act "hero's journey". Every pro reader has his/her 'talking points" and every script better have them.
Which is why I recommend watching the famous "Seinfeld" episode called the "Chinese Restaurant", which had four mini-arcs, all of which were contained in the same location. Warren Littlefield read Larry David's script and shook his head, "There's no story. There's nothing happening. This is a show about nothing". Nonetheless, Littlefield gave the go-ahead to shoot the episode and eventually the "show about nothing" made Sony over $3.5B.
At the same time, Larry David walked off the job several times because he was either going to do the show the way he wanted or he wasn't going to do it at all. NBC execs eventually gave in and let him run it without much interference.
Of course, a newbie doesn't have Larry David's clout or temerity to tell someone like Lorne Michaels to go eff himself ... but that's another "Seinfeld" episode entirely.
They need to differentiate their lineup. A7II is indeed a "photo first" camera while A7s is a "video first" camera. And A7r II will probably be equally capable for both video and stills..
What, no Louis de Funes? No Pierre Richard? No Fernandel???
That should have been mentioned in the article too. The entire Q7 package, including media and one-code licenses, runs about $4K. Sony ran a promo late summer that had Fs-700+Q7+256 GB worth of media+some mini rig for $14K. Since then, Fs-700 dropped $2K off its MSRP and Q7 is on sale as well but I don't think the full package is being offered anymore, making it $10K total (with 256 SSD and Sony Raw). On the positive side, having a Pro Res 4:4:2 option now allows for a better compression and more recording time.
Plus, Sweden isn't exactly known for its beaches ... and, if you add travel into the equation, the costs become prohibitive.
I do wonder, however, if one could have made a decent beach set for a lot less than above.