In regard to marketing the film, MGM spent $12 million in marketing alone because the company knew how important and effective it would be. According to Tillman, "if a studio get behind an African American film, which has universal themes, and markets it like any other movie, you can make a lot of money." Both Tillman and Robert made sure to be involved with the marketing scheme because they wanted to make sure that the film was delivered as a heartfelt yet comical piece.