• by Wayne Friedman , July 10, 2022

Backed by another big national TV push -- and making amends for the recent lackluster summer opening of “Lightyear” -- Walt Disney posted a massive $143 million in North American box-office revenue for "Thor: Love and Thunder," according to Comscore.

The "Thor" franchise continues the trend of surpassing the previous editions when it comes to respective opening weekends: "Thor: Ragnarok" (2017), $122.7 million; "Thor: The Dark World" (2013), $85.7 million; and "Thor" (2011), $65.7 million.

Still, as big as “Thor” was, it was not the biggest for Marvel Cinematic Universe -- the film’s studio -- this summer, so far. That went to “Doctor Strange in the Multiverse of Madness,” which clocked in with a $187 million opening weekend.

"Thor" has totaled 1.3 billion in impressions, coming from 4,611 airings since April 30, according to iSpot.tv.

Total paid estimated Disney national TV advertising spending was $13.3 million.

This is separate from the movie's national TV spending, airings, and impressions from co-brand marketing sponsorships and TV network programming. For the former, this includes the likes of Old Spice, McDonald's, and California Almonds.

In addition, there were promos for ABC Television Network and Freeform (two Disney-owned TV networks). Other non-Disney-owned TV network promo airings: Bravo, FX Network, Discovery Channel, VH1, Univision, USA Network, Comedy Central.

In second place was the second week of Universal Pictures’ “Minions: The Rise of Gru”, another healthy $45.6 million in box office revenues. Universal Pictures’ “Minions” was last week’s big winner at $125.2 million for the four day holiday weekend.

Total lifetime advertising spend for the movie so far -- according to a iSpot’s projection -- has “Minions” at an eye-popping $37.8 million in lifetime national TV spending, resulting in 1.7 billion impressions, from 5,866 commercial airings.

Branded marketing partnerships for that movie include: Liberty Mutual, ZipRecruiter, IHOP, and Carmax. The movie has also seen big national TV promo airings from NBCUniversal TV broadcast/cable networks.

The best of the rest in terms of box office were Paramount Pictures’ “Top Gun: Maverick” (seventh week) at $15.6 million, while Warner Bros.’ “Elvis” (third week), was at $11.0 million .

Disney's "Lightyear," a spinoff of the studio's popular “Toy Story” franchise, scored an underwhelming $50.6 million for its opening June 15 weekend.