He said marketing costs were likely to stabilize in the second half of 2001.

"Even without zero percent financing, our marketing costs are still far too high."

Considering its production and related marketing costs, the film was considered a major financial success.

At Fox, executives said they are looking to limit marketing costs.

The company says that it may see a loss this year because of the high marketing costs, but so far is encouraged by strong sales.

Ameritech, based in Chicago, said it would pay for marketing costs.

When Ford was making big profits in the late 1980's, he said, marketing costs were closer to 6 percent.

They put up $47 million, which doesn't include the marketing costs.

"They don't offer the volume to cover their administrative and marketing costs."

It also said higher new product and marketing costs affected the results.