Kevin Costner is the latest star to be reminded that passion projects don't always yield big box-office returns. Costner isn't as prominent in the 3-hour movie as marketing would suggestKevin Costner in "Horizon." AdvertisementDespite being the face of the franchise and its star, Kevin Costner isn't actually in a lot of "Horizon." And even though the next "Horizon" movie comes to theaters in August, who's to say audiences will come back? AdvertisementAccording to Variety, Costner and his investors are paying for the "Horizon" marketing, a spend that's around $30 million.

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Persons: Kevin Costner, hasn't, Costner, Max, that's, Barbie, John Dutton, Costner isn't, Kevin Costner isn't, Hayes Ellison, who's, Richard Foreman, Warner, George Lucas, Mel Gibson's, —, Orson Welles, Francis Ford Coppola, It's Organizations: Service, Business, Paramount Network, Warner Bros, Paramount, CBS, Cannes Film, WB, Army, Variety Locations: Santa Barbara, Yellowstone, American, Utah, Texas , Arizona, Oklahoma