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Hitting the books

It used to be common to see ads that heralded a $100m gross but now that figure seems rather puny. Still, it's not that common to see a double truck for a picture that's done $500m. Certainly when you toss in ancillary revenues from cable, merchandising, soundtracks, and DVD sales and rentals, there have to be instances where someone can cite billion-dollar bragging rights. Could the reason for the recent silence be modesty' Certainly it could not possibly be restraint.

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