• by Wayne Friedman , August 6, 2023

After nearly three weeks of release, Warner Bros.’ powerhouse “Barbie” remains solidly on top of the domestic theatrical box-office results with $53 million for the most recent weekend -- earning over $1.03 billion globally in 17 days.

"Barbie" is the second film this year to top $1 billion. The other is Universal’s "The Super Mario Bros. Movie" at $1.35 billion.

It is also the fastest movie ever to pass the $1 billion mark for a movie from Warner Bros. according to Comscore.

"Barbie" bested two new releases this past weekend -- Warner Bros.' "Meg 2: The Trench" ($30 million) and Paramount’s "Teenage Mutant Ninja Turtles: Mutant Mayhem" ($28 million), as well as Universal's “Oppenheimer” ($23 million), which also entered its third week of release.

"Barbie" is now at $459.4 million in U.S./Canada theatrical revenue, with "Oppenheimer" at $228.6 million. 

Among the new releases, EDO Ad EnGage estimates national TV advertising spend and value of “Teenage Mutant Ninja Turtles” at $18.6 million, with "Meg 2: The Trench" is at $11.8 million.

In terms of one "business outcome" metric -- online search engagement in the minutes immediately following a national TV message -- over the last 30 days "Oppenheimer" continues to score high results from its TV advertising, generating on average 17,680 search actions. 

"Barbie" is next at 10,540. Among other top movies currently in release, “Haunted Mansion” is at 9,170, while “Mission Impossible - Dead Reckoning Part One" is at 4,010 and "Meg 2" is at 3,160.

“Barbie” also leads in "creative" engagement rate at a 265.48 index -- the relative performance power among different creatives for a brand/product. The "Creative ER" score controls for network and program airing variations, according to EDO.