$15 million is a huge chunk of cash. Studios don't invest $50 million in a movie for it to not even break even. Especially considering that's what they made internationally. I seriously doubt Liongate was cool and non chalant about having to try and break even when the DVD came out.I said it wasn't a huge financial flop, and it wasn't. 15 million is nothing to lionsgate, especially since after sales haven't been tallied.
And the movie was advertised as Dredd 3D. It was emphasised as a 3d movie and that did go against it in my opinion. I personally know 3 2000ad fans who skipped it because of that, despite what I told them