The budweiser thing should dispel the phrase once and for all. They lost over a billion in sales apparently

I feel like it’s pretty easy to disprove. I mentioned Humane AI in another comment, so here I’ll use a different and more flamboyant example: the 2019 movie Cats.

After putting $85-110M into the production of the movie, Universal released a trailer that went super viral and had every person on the internet talking about how terrible it looked. When the movie actually came out there was a second viral wave of gawking. Did this drive tons of people to the theater so they revel in the movie’s epic badness for themselves? No, the movie (which had over a dozen stars and was based on a hit musical that is popular around the world) failed to make back its budget at the box office. For reference (in case someone tries to pull the “maybe it would’ve made less money without the negative publicity” card) Tom Hooper’s previous movie musical Les Miserables earned $442M on a $61M budget.

Sources:

https://en.wikipedia.org/wiki/Cats_(2019_film)

https://en.wikipedia.org/wiki/Les_Mis%C3%A9rables_(2012_film...

The fat lady has not sung yet - terrible movies often become cult hits once they are "rediscovered" for their badness and prices go down. I wouldn't be surprised if Cats eventually became a streaming staple.