'Ant-Man' Posts $104M Domestic Opening On $24M In Ad Spend

Walt Disney’s “Ant-Man and the Wasp: Quantumania” posted a strong $104 million opening on President's Day holiday weekend, according to Comscore.

National TV marketing for the movie so far totals an estimated $23.9 million over 3,357 airings, according to iSpot.tv -- and $3.9 million in the most recent two-week period.

This produced an estimated 1.44 billion impressions overall -- national linear and time-shifted, video-on-demand, local, and streaming (over-the-top) platforms.

Looking at the “attention” index for the “Ant-Man” campaign -- measured on the scale of 0 to 200, with 100 being the average performance -- iSpot estimates the movie's creative is at a 97 index.

For its creative "search engagement rate,” as measured by EDO Ad EnGage, “Ant-Man” scored a SER of 137 index, with 100 the average for a brand. SER is when consumers follow the viewing of a TV commercial with a related search on a digital device.



Internationally, “Ant-Man” produced another $121.3 million. Through President’s Day, Comscore estimates the movie will see $239.3 million in revenue globally.

Another Disney movie, “Avatar: The Way of Water” was further back in second place with a healthy $6.1 million in domestic sales eight weeks after its debut.

The movie now has produced $657 million in domestic box-office revenue and $1.59 billion internationally.

Globally, its total of $2.2433 billion stands as the third-highest global release of all time, recently just passing “Titanic," which is at $2.2428 billion.

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