If notable stars were unavailable, studios were forced to pay exorbitant salaries for less-well-known stars and pay other cast lower salaries to offset costs. The rising salary cost of actors was a contributing factor studios vied to secure popular actors such as Harrison Ford, Jim Carrey, Tom Cruise, and Arnold Schwarzenegger who could generally guarantee a minimum level of box-office success and held broad appeal outside of the United States and Canada. By 1995, however, the average cost of making and marketing a film had doubled since 1990, reaching $50.4 million, making turning a profit more difficult. The theatrical box office of 1994 achieved record grosses, with nine films earning more than $100 million and the highest attendance (1.29 billion) since 1960 (1.3 billion).
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