Another edition of a big summer franchise -- Universal's "Fast X" -- earned $67.5 million at the box office for North America this weekend, according to Comscore.
Universal spent a massive $31.5 million in national TV advertising, according to
iSpot.tv, for its full media campaign through May 20 -- in addition to a number of co-branded marketing partnerships with TV messaging.
While “Fast X” -- now in its tenth iteration -- had a slower start in the U.S./Canada, internationally it took in $251.4 million.
Globally this makes the movie the second-highest box-office opening of the year, after "The Super Mario Bros. Movie" ($377 million).
The attention index -- the "interruption" rate against specific media placement, according to iSpot.tv -- for the movie’s TV creative was 116, which means 16% better than comparable movie advertising.
EDO Ad EnGage says that for all “Fast X” creative, its search engagement rate (SER) averaged a 100 index -- the average advertising performance for broadcast/cable prime-time program. In terms of specific media SER, the best results for its creative were on Galavision (234.93), Golf Channel (229.77), ESPN2 (214.13), FXX (209.79), TBS (194.71) and FX (194.56).
Now in its third week, Walt Disney’s "Guardians of the Galaxy Vol. 3" tacked on another $31.7 million.
The best “Fast” movie domestic results were with”Furious" in 2015. The previous edition, “F9: The Fast Saga” (2021),posted slightly better results than “Fast X” -- $70 million, this while still deep in the pandemic period.