From LA Times, Warner gambles on an unproven commodity. Quoting the first line:
"The studio and its partner have invested $160 million in 'Inception,' a film that is not a sequel, adapted from a comic book or inspired by a toy. They're hoping it follows the path of 'Matrix.'"
I have a couple of points to make.
1) Inception is a great idea .i.e. similar to Matrix, for which the entire world fell at its feet.
2) But unlike Matrix, it's difficult to make a series out of Inception.
3) And last, Inception production cost was $160 million and Warner Bros spend the equivalent amount in marketing ($100+)
So, even good films, those which are born out of new ideas, needs a good marketing plan. The only thing is that the studios should believe in the film!!