I’ve said it before, and I’ll say it again. There’s always a deal to be had, it just depends on whether both parties are happy to sell/buy at that price.
For example, royalty fee for use of an IP in a house, plus a cut of merchandising revenue and free advertising of where to see that IP outside of the event could be attractive for a seller. However, that may not be as appealing to a buyer, who would then enter negotiations to agree a contract or walk away.
These are businesses. They are there to make money. At the end of the day it’s all about whether both sides can agree a deal. Simple as that.