While summer blockbusters like The Avengers and The Dark Knight Rises saw record highs, Hollywood recently set a new record — and not one the industry should be proud of. Disney’s John Carter, which cost close to $275 million to produce, was tagged as a potentially huge, game-changing film. The marketing budget to cement that perception was nearly $100 million, but the opening weekend not only missed financial expectations, it flat-lined. Disney admitted its studio would have an operating loss of $80-$120 million, making the film arguably the biggest flop of all time.