Summer Movies Shift TV Spend To Higher Levels

More high-profile movie studios' summer movies continue to spend big dollars heading into the Memorial Day weekend -- traditionally the start of the season.

So far, Walt Disney Co’s “Alice Through The Looking Glass” has placed $20.8 million in national TV advertising since February through May 25, according to The most revenue per network has gone to CBS, at $4.1 million. ABC is at $3.3 million; NBC, $2.6 million; and Nickelodeon, $1.4 million.

The movie opens on Friday.

Another movie opening that day -- and right on the Disney movie’s heels -- is 21st Century Fox’s “X-Men Apocalypse,” spending $20.7 million to date. Leading networks’ national TV advertising money for this big ongoing franchise includes Fox ($2.4 million); NBC, ($1.8 million); ABC ($1.6 million); ESPN ($1.6 million); and Bravo ($1.1 million).



These results do not include co-branded entertainment film partners, which can collectively place another $10 million to $15 million or more in connection with a movie. For example, restaurant chain Red Robin’s “X-Men” advertising has spent $4 million so far.

Already getting the jump on the big summer season -- movies released in recent weeks -- include Disney’s “Captain America: Civil War.” Two and half weeks since its opening, it has already gained a massive $353.1 million in U.S. box office revenue. To date,, says the movie has spent $24.97 million in national TV advertising.

Another big movie Sony’s “The Angry Birds Movie”, which had a big $43.7 million opening weekend five days ago, has placed $24.8 million in national TV advertising.

Three wide-release big studio movies which will be released next weekend, June 3, are also ramping up TV spending.

Paramount Pictures” action-adventure “Teenage Mutant Ninja Turtles: Out of the Shadows”, $21.4 million; Warner Bros. romance film “Me Before You”, $9.9 million; and Universal Pictures’ comedy “Popstar: Never Stop Never Stopping”, $4.1 million.

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