I don't know about the cost of the negative PR, but the compromise itself cost them $15 million in real costs (http://www.latimes.com/entertainment/envelope/cot

I don't know about the cost of the negative PR, but the compromise itself cost them $15 million in real costs (http://www.latimes.com/entertainment/envelope/cotown/la-et-ct-sony-hack-cost-20150204-story.html http://www.latimes.com/entertainment/envelope/cotown/la-et-c...) and potentially much more (http://www.reuters.com/article/2014/12/09/us-sony-cybersecurity-costs-idUSKBN0JN2L020141209 http://www.reuters.com/article/2014/12/09/us-sony-cybersecur...) once you count the downtime involved and potential lawsuits, settlements, and other fallout over the breach of information. IIRC there were some embarrassing emails released regarding some Hollywood big-wigs, for example. It should be a huge cautionary tale for any big organization that doesn't have good internal security, but unfortunately this isn't the first such case in history, and it almost certainly won't be the last. But that doesn't mean there aren't other smart businesses out there.