Tron, an expensive, computer-generated science fiction picture, opened a few weeks after E.T.: the Extraterrestrial and Annie. The competing studios were spending a then astronomical $10 million each on advertising and marketing campaigns. Walker refused to raise the minuscule marketing budget, citing Walt’s adage that the only publicity worth the money was free. When Tron finished its opening weekend in a dismal sixth place, Walker still refused to increase advertising, insisting that word of mouth would come to the rescue. Much of the $17 million cost had to be written off.
