• by Wayne Friedman , November 24, 2024

With a major national TV marketing push, NBCUniversal’s highly anticipated “Wicked: Part One” delivered with big results -- an estimated $114 million on a pre-Thanksgiving weekend, according to Comscore.

“Wicked” broke a number of records, including ascending to be the biggest domestic Broadway-to-Hollywood film adaptation, easily breaking the record set by “Into The Woods" ($31 million). It is also the best domestic opening for any stage musical adaptation. 

It was the third-best opening for a theatrical movie this year -- behind “Deadpool & Wolverine” ($211 million) and “Inside Out 2” ($154 million). It was also the fourth-biggest opening for any musical. “The Lion King” in 2019 led with $191.8 million.

National TV advertising spend for “Wicked” through its opening on November 22 is now at a massive $47.02 million, which includes media value from a massive number of on-air promos on NBCU networks, according to estimates from EDO Ad EnGage, including 794 airings on E!, 513 on Oxygen, 484 on Syfy, 449 on Bravo and 399 on USA Network.

Internationally, the movie pulled in $50.2 million, giving it a total of $164.2 million.

Overall, the entire campaign had 4,440 airings producing 2.7 billion impressions. Search engagements increased in minutes following an airing of “Wicked” TV advertising by 15,700.

Paramount’s “Gladiator II” earned $55.5 million -- a strong opening, according to analysts. Adding in $165.5 million from international territories gives the film a total $221 million.

Analysts worry that the Paramount film is not out of the woods due to its high price tag -- a reported $250 million to produce and $100 million in overall marketplace expenses.

Just looking at the national TV ad spend of those marketing expenses, EDO Ad EnGage estimates, Paramount spent $18.6 million on the movie so far -- 2,960 airings and 1.92 billion impressions.

Search engagements increased in minutes following an airing of “Gladiator II” TV advertising by 9,620.