The initial box office revenues from The Last were artificially boosted by early ticket sales which were not refunded when the movie plot came out.
What happened was that a whole lot of people who never cared about Naruhina or any pairing bought those early tickets because the first 100,000 fans who got their tickets early got original comic covers drawn by Kishimoto himself. There are three in total, one each for Naruto, Sasuke and Kakashi, and there was also a 1.5 million issue exclusive booklet for people who bought the tickets.
So people got hyped up about that - and the fact that in Japan practically the entirety of the promo material featured Sasuke and Kakashi, NOT Hinata, so you can imagine the uproar when the entire plot leaked and people who don’t care about Naruhina, and especially the Sasuke and Kakashi fans (who btw are the 2 most beloved Naruto characters in Japan, Naruto himself is like the 3rd or 4th and Hinata is like way, WAY lower, lower than Sakura even) - and spent 4.25 million dollars in tickets just for the first weekend (there’s word that pre-sales went well over a month). That was registered as the largest B.O. for a Naruto movie weekend release.
After the first weekend, not only the no-refund scandal roared but also the plot leaks made the movie’s reputation drop a lot in Japan. Currently (January 2015) Studio Pierrot boasts something around 16 million dollars in ticket sales, which would make it earn 4 million dollars more than RtN did.
However, according to what I’ve read around the interwebs, The Last cost over 12 million dollars, while RtN cost something around 4 million dollars (the equivalent of a 13 episode season).
And that’s where The Last shows its true floptastic colors: a movie has to make several times its production costs to be considered profitable, not only because it has to pay production, marketing and distribution costs at home, but it has to do so worldwide AND pay for the costs of dvd production, marketing and distribution before the dvds are sold.
Naruto The Last has, according to the budget figures, hardly paid for its own estimated costs, and that’s not counting on the extra interviews that SP had to set up with the cast and Kishimoto to try to defuse the outrage or the amount of extra media incentive (TV shows - including news programs - newspapers, blogs, magazines, vlogs and social media experts are paid to counter-damage public discontent over products everywhere in the world, and that IS legal because you don’t have to blatantly lie about the product, you just have to not publish or broadcast the complaints and most people - who unfortunately are quite stupid - will think there’s nothing wrong with the product at all).
All that costs a crap load of money, and that is probably why the movie is schedule to release on a measly 20 theaters in the USA in February, which is honestly a ridiculously low number for a movie that has to make at least 36 million dollars in worldwide box office sales to escape flop status when compared to its predecessor (because RtN made 3 times its cost in sales).
Just so you can gauge for yourself how important it is for an anime to open in a large number of USA theaters, I give you this link which is for the Box Office Mojo website, showing the lifetime b.o. earnings of Anime in the USA, classified from largest to smallest.
Check how many 20 theater opening anime actually made over a million dollars lifetime b.o. sales and see if there’s any real, honest hope for Naruto to make the amount of money it needs to do in order not to flop.
I hope I have explained more or less why the idea that The Last is a success doesn’t stand.