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"Has Solo really been a flop?" or "How How do movie studios evaluate the success of a film?"

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"Has Solo really been a flop?" or "How do movie studios evaluate the success of a film?"

First a bit of a explanation-- if you are a Star Wars fan, then you've likely heard the news over the past month of "just how bad Solo has done" at the box office. Certainly, it's not done as well as many other Star Wars films but has it really been a "flop? I'm curious about the nature of what's considered a box office success versus a failure for movie studios.

Consider this information-- estimates that Solo cost somewhere in the neighborhood of $250 million dollars, but just in case there were other hidden expenses, lets assume $300 million. As of today (June 21, 2018) is estimating gross box office revenue of $343,297,558.

I could have a naive perspective on this but even with these numbers Solo has already earned a rough profit of $43 million dollars. Furthermore, it's still in theaters raking in millions of dollars each week and lets not forget that additional revenue will be earned through DVD/Blu-Ray sales and streaming licensing.

I'm not going to argue that this is an extremely successful film. However, I'd be hard pressed to define this as a studio "flop" since it's already earned modest profits with more revenue still to come in from the project.

That said, Collider is reporting that "[s]ources with knowledge of the situation tell Collider that Lucasfilm has decided to put plans for more A Star Wars Story spinoff movies on hold".

Apparently, Disney considers future spin-offs of the franchise to great a risk for further investment and are now planing to just double-down on the mainline story rather than explore additional film opportunities.

My question is less about Star Wars movies and the film Solo but it does serve as a good example. When evaluating the success of a film, what do film studios consider successes versus failures? By all accounts, if Solo makes even a 20% profit, that's not awful results. Even if they hoped to double their earnings, I wouldn't consider it bad enough for them to put the franchise expansion on hiatus.

What am I'm missing that's part of the studios evaluation process of whether a film is a success or not?