That was a brilliant stroke in regards to reach, as everyone saw that Sony/Marvel title, with Disney releasing the trailer online a few days after No Way Home‘s $260.1M second-best-ever domestic opening. Marvel wisely kicked off the marketing campaign for Doctor Strange in the Multiverse of Madness with a trailer at the end of Spider-Man: No Way Home. If my memory serves me right, that’s the first trailer that Marvel actually dropped for a subsequent MCU title in a pic’s end credits. By and large, AMC is commanding the highest average ticket price for the Sam Raimi movie at $14.84, with Regal second at $13.77. Hey, after being movie theaters were closed for roughly a year between 2020-2021, they gotta eat. Meanwhile, in case you were wondering, why, yes - the big chains and other exhibitors did upcharge on Doctor Strange 2 next to other films. That means Saturday was +6% over Friday, which is great and means the movie isn’t collapsing from that B+ CinemaScore. Now, back out those $36M Thursday previews from Doctor Strange 2‘s first day, and Friday was really $54M for the pic. One rival distribution boss says, “Mother’s Day is actually a great day for moviegoing.” Furthermore, as we previously mentioned, one of the selling points here with Doctor Strange 2 is in mama bear herself, Elizabeth Olsen’s Wanda Maximoff. The trajectory is roughly similar to Avengers: Age of Ultron, which saw a Friday to Saturday decline of 33% and a 3-day of $191.27M. However, that’s already been accounted for, with an estimate around $44M per industry projections (-23%). There’s been concern that Mother’s Day will drag the grosses down today.
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