Through four months of the big summer season, movie studios have slightly amped up their national TV media buying -- with Warner Bros, Universal Pictures and Walt Disney as major spenders.
This
year, industry national TV spending -- virtually all for theatrical movies -- is at $1.07 billion from May 1 to September 1, according to iSpot.tv -- up 3% over the $1.04 billion level of a year
ago.
Warner Bros. spent $308.6 million in national TV spending in the four-month period.
Big theatrical hits for the studio included “San Andreas,” which spent $36 million
($154.2 million in U.S. box office revenues) before its release on May 9, and “Mad Max: Fury Road” at $21.3 million (and $153 million in box office). It opened May 15. Recent advertising
for Warner has come with “The Intern” and “Black Mass.”
Universal Pictures, through the same period, has been at $183.5 million. Summer box-office leader
“Jurassic World” has spent $33.7 million in national TV media, earning $643.0 million in U.S. box office revenues.
Another big box-office earner is “Minions” at $26.4
million (getting box-office results of $324.8 million).
Late-season, surprise performer “Straight Outta Compton” ($134 million in box office) has seen the benefit of $22.8 million
in media. Current Universal Pictures advertising has been for “Everest,” “The Visit” and its DVD/Blu-Ray release of “Barbie Rock ‘N Royals.”
Walt
Disney has spent some $95.1 million, including “Ant-Man” at $34.6 million ($169.2 million in box office) and “Tomorrowland” at $21.3 million (93.0 million).
Disney
Pixar national TV spending was at $33.2 million, including $29.5 million spent on “Inside Out”, yielding $344.5 million. With Marvel’s big “Avengers: Age of Ultron.”
Disney also spent $26.9 million ($457.7 million in U.S. box office revenues).
For the 2015 season so far -- through August 30 -- Universal Pictures leads in overall U.S. box office revenues
with $2.14 billion. Walt Disney is next at $1.42 billion, followed by Warner Bros. at $1.25 billion.
Twentieth Century Fox spent $102.3 million in national TV media. For one of its biggest
efforts, Marvel’s “Fantastic Four” -- which resulted in poor box-office revenues -- Twentieth Century Fox spent $24.3 million (with box-office results of $52.7 million).
Early in the summer season, Fox spent $31.3 million on “Spy” ($110.3 million in box office). More recent efforts have seen $17.3 million in spending on “Hitman: Agent 47”
(opening on August 21, and getting $15.6 million in box office, so far). Recent efforts for “Maze Runner: The Scorch Trials” spent $14.1 million in national TV media.
Paramount
Pictures has been at $66.4 million, with big national TV spenders including “Terminator Genisys”, at $26.6 million ($89.4 million in U.S. box office); and “Mission Impossible: Rogue
Nation” at $33.1 million (and $170.2 million in U.S. box office).
Sony Pictures has struggled this summer -- especially with “Pixels.” It spent $32.0 million in national TV
dollars for $70.9 million in U.S. box office revenues. Total national TV spending from its Columbia Pictures unit has been at $62.1 million.