• by Wayne Friedman , May 5, 2024

Universal Pictures’ “The Fall Guy” has kicked off the unofficial start of the summer movie season with a weak $28.5 million in domestic box-office revenues for the first week in May, according to IMDb’s Box Office Mojo.  

Movie analysts were expecting revenues in the $35 million-$40 million range for this action-comedy feature focusing on Hollywood movies’ stunt performers -- a spin on the 1980s TV series starring Lee Majors.

So far Universal Pictures has spent a modest $13.9 million in national TV advertising to promote the movie -- coming from 1,590 airings and totaling 1.2 billion impressions, according to estimates from EDO Ad EnGage.

Much of this went into some late-season NFL football action on Fox, CBS/TNT’s “2024 NCAA Men's Basketball Tournament” and ESPN/TNT NBA Basketball, as well as Adult Swim’s "Bob’s Burgers," NBC’s “The Voice” and ABC’s “American Idol.”

Studios are now ramping up TV spend as the summer season continues to unfold. 

Next weekend’s opening for 20th Century Fox’s “Kingdom of the Planet of the Apes” (May 10) is already at an estimated $16.6 million in TV spend, while Paramount Pictures’ “IF” (May 17) is at $16.1 million and Walt Disney’s “Inside Out 2” (June 14) is at $12.31 million.

“IF” is about a young girl who sees everyone's imaginary friends who have been left behind as their real-life friends have grown up. “Inside Out 2” is another animated version of a young girl, Riley, who is now a teenager experiencing new emotions.

Other franchise films include Warner Bros.' “Furiosa: A Mad Max Saga” (May 24) at an estimated $9.4 million so far.  

Farther into the summer’ two Universal Pictures’ come on line: “Despicable Me 4”, at a estimated $7.3 million; and “Twisters” (July 19), an update on the 1996 movie about storm chasers, at $7.01 million -- this coming from for two TV commercials (one on CBS, one on Nickelodeon) both airing in the Super Bowl in February.