• Los Angeles Times, Friday, January 23, 2009 11 AM

Even with 13 Oscar nominations, the costs of making, marketing and distributing the "The Curious Case of Benjamin Button" are so high that its auditors may never be writing with black ink. Claudia Eller writes that the hurdles facing "Button" underscore how risky so-called "prestige pictures" -- even ones showered with accolades -- have become for the major Hollywood studios.

The film stars Brad Pitt and Cate Blanchett in an adaptation of F. Scott Fitzgerald's story about a man who ages in reverse. Paramount Pictures and co-financing partner Warner Bros. spent $150 million to make "Button," and the companies will be laying out an additional $135 million to market and distribute the picture worldwide, according to a source. Some industry executives estimate that the Oscar campaign alone could exceed $10 million.

Warner executives say they plan to capitalize on the movie's Oscar haul to help sell it to foreign audiences. "It is important to have great reviews and strong word of mouth," says Sue Kroll, Warner's worldwide marketing chief. She said the nominations "add a cachet that is immeasurable."

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