From my own experience with franchised operations the Franchisor (BE) would contract to provide a certain expenditure on advertising/marketing out of the, say, 10% franchise fee that it charges. That fee would also cover the cost of reservations and ticketing. The Franchisor would provide the Franchisee with an account of the expenditure it made on advertising and marketing. The Franchisee could obviously undertake as much additional marketing effort as it thought fit at its own cost.
That is just one model of the Franchise system and I'm not saying that model forms the basis of the BE/STK deal.