`GIVE US THE BLOCKBUSTER,' PRODUCERS CRY.

Byline: Dave McNary Daily News Staff Writer

Hollywood's hunger for high-cost hits is forcing studios to look past the risk of financial catastrophe because the big-budget projects are also the most profitable, top executives and producers believe.

``What producers are told is: Give us the blockbuster,'' said longtime Sony executive-turned-producer Sid Ganis. ``It's what you have to do,'' added Ganis, speaking Friday at the 21st annual UCLA Entertainment Symposium.

Since most films lose money, the successes need to be large, like 20th Century Fox's ``Independence Day,'' expected to take in $800 million from ticket sales and more from home video and television. But to succeed requires marketing strategies that make the movie stand out, according to Tom Sherak, chairman of the studio's domestic film group.

``You're always looking to be different,'' said Sherak of the studio's decision to emphasize the thriller's comic elements. ``We wanted to show that this wasn't just standard science fiction.''

The other road to major profits is merchandising, as by Warner Bros. for ``Space Jam'' and Disney for ``101 Dalmatians.'' Although there was a somewhat disappointing domestic take of $90 million for ``Space Jam,'' related retail sales have totaled $1.2 billion, according to Dan Romanelli, head of the studio's consumer products arm.

Studios face escalating costs in production and talent, but the symposium participants noted that actors and directors have become far more willing to promote films and merchandise on potential hits such as on Warner's ``Batman and Robin'' and Universal's ``The Lost World.''

``Today's filmmakers are embracing what we do,'' Romanelli said. ``They used to reject us.''

Romanelli noted that a studio is likely to find only one or two films per year that have strong merchandising possibilities: one for the early summer, one for the winter holiday season.

Brett Dicker, a senior vice president with Disney, said ``Dalmatians'' was able to get $135 million of promotional support through co-sponsors such as McDonald's and Dr. Pepper.

``We're looking for other people's money,'' Dicker said. ``In turn, the sponsors get an incredible value.''

Brad Globe, an executive with DreamWorks SKG and Steven Spielberg's Amblin Entertainment, said studios need to spend $30 million to $50 million routinely in movie marketing, so they need to look at all possible ways to gain revenues. That means a wide array of dinosaur-themed offerings are coming to store shelves.

Ganis noted that sponsors such as fast-food chain remain eager to spend big to promote potential hits.

``Even with the failures, they keep coming back,'' he said.