• by Wayne Friedman , January 16, 2022

Paramount’s fifth edition of the theatrical franchise “Scream” topped a healthy $30.6 million for its movie theatrical opening -- ending the four-week reign of Sony Pictures' "Spider-Man: No Way Home," according to Comscore.

Still, the latest "Spider-Man" was able to stick another $20.8 million on the board, now totaling a massive $698.7 million in U.S. box-office revenue -- becoming the fourth-highest-grossing theatrical movie domestically.

Total global theatrical revenues put this “Spider-Man” at $1.6 billion.

Universal’s “Sing 2" added another $8.3 million after four weeks, now totaling $119.4 million.

So far, "Scream" spent a modest $6.2 million in estimated national TV advertising for its entire campaign to date, according to iSpot.tv. For the most recent two-week period, "Scream" ran an estimated 1,276 airings (758 equivalized 30-second spots) pulling in 357.4 million targeted impressions.

Paramount's sister business units -- TV networks MTV, VH1 and Comedy Central -- took in the most equivalized 30-second commercial airings for the full airing of the campaign -- 156, 145 and 125, respectively. Disney’s ESPN tallied the biggest estimated advertising spend of any network, $1.1 million, according to iSpot.tv.

Only Universal’s “Sing 2” topped “Scream” in targeted impressions for the week -- at 400.8 million, coming from 1,119 airings (630.5 equivalized 30-second spots).