It may seem like a lot for a studio to give praise to a film for making $100 million in this day and age, but that is pretty significant for Arrival. While it presents an otherwordly scenario, the film only has a budget of around $50 million (not including marketing). Additionally, Arrival is a drama with little-to-no-action and a story and themes that allow the audience to continue thinking about it long after it has ended. Despite a visually intriguing presence, that is not always an easy sell, with broader competition right around the corner. It may not be blowing up at the box office in the same way a highly anticipated comic book movie can, but it has made significant earnings that go well with its recent nominations from various critical establishments.
Obviously Paramount wants to keep news alive in regards to one of the few awards contenders they have with mainstream appeal. Not a bad way to try and sell it, especially if people do continue to seek out this intelligent and thoughtful science fiction film. The greater the reception, the more of a chance there is to see other original films like it.
Arrival is currently playing in theaters.