The marketing for a movie is generally not included in the stated budget, which is the "production" budget.
I also was stunned to see this movie, back in 2004, which was essentially a character-driven movie with virtually no special effects, CGI, not shot overseas, no elaborate sets or locations, etc...would have an $80M budget, even with Sandler's $20M nut.
Just to put this in perspective, the Bourne Supremacy also came out in 2004, was the second in the series so clearly Matt Damon got a huge raise, and it had all of the aforementioned things Spanglish didn't: exotic European locales, special effects, etc...and yet it's budget was only $75M.
Heck Meet the Fockers also came out in 2004, was also the second in the series, had multiple highly-paid principals like DeNiro, Hoffman, Streisand, and Stiller...and also had an $80M budget.
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