Financially, "Gremlins" was a success. Produced on an $11 million budget, it was more expensive than Spielberg had originally intended but still relatively cheap for its time. The trailer introduced the film to audiences by briefly explaining that Billy receives a strange creature as a Christmas present, by going over the three rules, and then coming out with the fact that the creatures transform into terrible monsters. This trailer showed little of either the "mogwai" or the gremlins. In contrast to this, other advertisements concentrated on Gizmo, overlooked the gremlins, and made the film look similar to Spielberg's earlier family film "E.T. the Extra-Terrestrial" (1982).