Movies Spend Less For TV Spots During Holiday Season

For December 2017, which comprises half of the holiday movie season, the movie industry's national TV spending has been down.

Studios spent $346 million in national TV advertising for their theatrical movies, according to, from November 15 through December 31, 2017. A year ago, national TV spending was at $429.9 million. Both years have had “Stars Wars” movies.

Some big movie spenders of a year ago were Sony Pictures’ “Passengers,” Universal’s “Sing!” and Walt Disney’s “Rogue One: A Star Wars Story.”

This year, Sony Pictures Entertainment’s “Jumanji: Welcome to the Jungle” topped all films in national TV spending over that month-and-a-half period.

The action franchise spent $33.5 million from the studio, pulling in a total U.S. box office revenue of $169.6 million, according to boxofficemojo, for its two weeks in release to date.



Walt Disney’s “Star Wars: The Last Jedi” was next at $27.1 million. The latest in this franchise, which broke many revenue records, has earned a gigantic $517.4 million through three weeks of U.S. business.

Universal Pictures’ “Pitch Perfect 3” spent $26.7 million, posting $63.3 million in consumer revenue after two weeks. Fox Filmed Entertainment’s “The Greatest Showman” is at $20.7 million in national TV ad spending, with $49.1 million in box-office revenue after two weeks.

Paramount Pictures’ “Downsizing” spent some $19.8 million so far and is at $17.1 million in box-office revenue after two weeks. Fox’s “Ferdinand” has spent $19.5 million so far, pulling in $53.6 million over three weeks of business.

Sony’s “All the Money in the World” took in a modest $12.8 million in revenue of its first outing, the New Year’s Weekend -- after spending $14.2 million in national TV advertising so far.

Walt Disney’s “Coco” is at $14.1 million in national TV ad spending since mid-November. It has had a successful run in U.S. business -- climbing to $179.8 million in revenue after six weeks.

Focus Features’ "Darkest Hour" is at $18.1 million in box office after six weeks, spending $10.7 million on national TV networks. Compared to other big movie releases with 2,000 to 3,000 theaters, it has only been in a modest number of  theaters -- 943 over the recent weekend.

Fox’s “The Post” spent a big $17 million, but only has $1.8 million to show for it after two weeks. It has been in modest release so far, among just nine theaters.

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