Prof. Samuel Craig is interviewed about Disney's profits from "Avengers: Age of Ultron"
— May 6, 2015
Excerpt from Marketplace -- "Sam Craig teaches marketing at NYU's Stern School of Business. Craig says historically, theaters and studios typically split box office receipts 50/50. But Disney reportedly wants 60 percent of the box office for the Avengers sequel. And that could add up. 'Studios need theaters. Theaters need films to make money.'"