The film's reputation as a spectacular commercial failure was shaped as much by Columbia's distribution decisions as by audience response. David Puttnam, who had secured the American rights, was gone by the time the picture was finished, and Gilliam's previous conflicts with major studios made the new Columbia leadership especially unsympathetic. The planned Christmas 1988 American release was withdrawn on the grounds that the film was not ready, although it opened in West Germany on December 8, 1988, where it performed strongly enough in its first week to gross $853,515 on 252 screens. In the United States, Columbia ultimately made only 117 prints, a tiny number for a lavish fantasy film; Gilliam noted that even an art film might receive around 400. He argued that the studio was preparing for its sale to Sony and wanted the financial books to look clean, so it withheld advertising and wide distribution from projects associated with Puttnam's administration. Robin Williams similarly described the attitude as that of a new corporate regime killing off the previous regime's projects. The film opened well in major cities and received excellent reviews, but Columbia reportedly studied exit polls to justify not making additional prints, especially for suburban markets. Its $8.1 million North American gross was therefore converted into a convenient flop narrative, despite the film's limited exposure and later critical reputation. Gilliam's bitter summary was that the world's greatest liar had become the victim of some of Hollywood's greatest liars.
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