well.. marketing is always going to have a budget. I don't think the idea of 'if they weren't spending it here, they could spend it on the parks' really goes too far. Businesses have expectations on how much of their revenue they will spend on marketing efforts regardless. There are rules of thumb in any industry for expected R&D, Marketing, Admin, etc. The big thing is when you need to go beyond those normal ratios or expected spending patterns. Obviously something like the 50th falls into that category, but that was more of a coordinated effort to align many things to have a common timeline for impact as well.
With marketing, if you aren't in the audience that needs convincing to start with.. the best you can normally hope for is its not something that turns you off or are embarrassed of. You don't need be swooned in the first place, so the marketing isn't going to connect with you.