A $40 million dollar budget for a porno would no doubt be the highest in history (assuming Caligua had a lower budget), but I’m pretty sure you’d be able to make your money back…
Nitpick: Space Adventures isn’t connected with NASA. In fact, I think NASA hates them and always tries to stop them from launching commercial passengers. The last passenger they sent up (Dennis Tito) wasn’t allowed into the US section of the space station, IIRC.
Actually, it was former NASA chief Dan Goldin who was against non-astronaut civilians going up to the station, or being on the Shuttle. He was the head of NASA, but NASA is not one monolithic organization, and not everyone agreed with that policy. I haven’t heard what new chief Sean O’Keefe thinks.
I personally think they blew a good PR chance with Tito. He is a self-made millionaire (the American dream!) and made for good press. From what I have heard, the Russians love him.