Star Wars will make its real money in the mall, not the cinema

At the moment, box office takings still account for around 80 to 90 percent of film revenue in China. Over the next few years, though, it’s expected the country will come to account for a huge chunk of the $241.5 billion in global annual licensed merchandise retail sales.
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The average global marketing budget for a "tentpole" film (a release whose profits fund smaller productions) is around $100 million.
Since 1999’s Phantom Menace, the franchise has been making more money overseas than at the US box office.

http://www.vox.com/2015/12/18/10606300/star-wars-business-explained