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Apart from the technical challenges I think it will come down to whether they can develop a plan to make the most of the media exposure this will generate. Like they talked about in the first press conference, there are so many ways to sell this with tie-ins (like Dr Phil or some kind of reality show) plus more traditional sponsorship and advertising. That kind of money is still flowing freely, though perhaps a little slower than 5 years ago.
I think it's a shame that it has to be done this way and that there is more money to be found when making a movie about going to Mars ($250m for John Carter) than when actually going there but c'est la vie...
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