As the theatrical movie business continues to show steady improvement, Walt Disney/Marvel Studios' latest edition of its franchise “Guardians of the Galaxy, Vol. 3” posted an expected $114 million in box-office receipts, according to Comscore.
This is the second-highest box-office total for a release of this year so far -- after Universal Pictures’ “The Super Mario Bros. Movie,” which took in $146.4 million at its start in April over a three-day period.
“Super Mario” -- now in its fifth week -- took in another $18.6 million for the most recent weekend.Year-to-date, North American box-office revenue is now 32% higher than the total for 2022 -- at $2.84 billion. The business is still down 25% year-to-date from the pre-pandemic year 2019.
National TV ad spend so far for “Guardians of the Galaxy, Vol. 3" is estimated at $21.1 million, according to iSpot.tv -- taking in a total of 1.3 billion impressions from 4,692 airings.
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The summer movie season is now in full swing with heavy summer TV marketing. Universal’s “Fast X” (to start May 19) has already spent $24.5 million from 960 airings, garnering 711.6 million impressions for viewers 18 years and older.
Late summer starts include Disney’s “The Little Mermaid” (May 26) has spent $9.3 million for 1,163 airings, and 529.6 impressions for viewers 18 years and older; Warner Bros. “The Flash” (June 16) has spent $5.4 million from 271 airings taking in 232.9 million impressions from viewers 18 years and older.“Paramount Pictures’ “Transformers: Rise of the Beasts” has spent $7.0 million so far from 234 commercials, with viewer 18 and older impressions at 219.3 million. It starts up June 9.