It’s particularly smart that [Seth] Rogen, Evan Goldberg and partners
were able to deliver Sausage Party on a $19 million production budget, which
is on the bargain-basement side for a widely released, big-studio CG cartoon.
Rogen has voiced characters for such animated franchises as Kung Fu Panda and Shrek, which enjoy nine-figure budgets, as well as Fox’s Dr. Seuss’s Horton Hears a Who, which had an $85 million budget.
By making Sausage Party for a minor fraction of that, Rogen seems to
have an eye not only on his star power, but also on maintaining leverage when
it comes to negotiating for creative control on his self-penned projects.
Sausage Party was also boosted by the fact that, according to
Variety, about half its ad budget was spent on digital promotion, which
included wildly viral red-band trailers tailored to an R-rated comedy.