I think the film companies look at producing Broadway shows a little differently.
Unlike a Broadway Producer who is trying to make as much money off of a production as possible, a film company gains value just by building the brand. Both the Shrek and Spiderman brands are much more profitable as films than they ever could be as theatrical projects. So, even if the Broadway productions are just breaking even, it's a win for the studio because the brand is getting out there each week both directly to patrons and through media coverage.
I'm not saying they aren't looking to be profitable. I just think that there are more factors involved since they have so many revenue streams for those properties and that is why they aren't shying away from a $1 Million nut.
If the audience could do better, they'd be up here on stage and I'd be out there watching them. - Ethel Merman