Spider-Man: Brand New Day sets $360M opening record without a traditional TV push
The $360 million opening pushed Spider-Man: Brand New Day past Avengers: Endgame for the biggest domestic debut on record, according to Adweek. The Disney and Sony release added $932 million worldwide in its first weekend, and its pairing with The Odyssey produced a combined $430 million domestic weekend, the largest ever recorded for two films opening together.
A campaign built primarily on social platforms just produced the biggest opening weekend in box office history, and that result lands squarely on the desks of media planners who build theatrical release budgets. Marvel and Sony pulled back on the traditional TV spend that past tentpole launches carried and pushed added budget into social platforms, producing the largest domestic opening ever recorded. Agencies pitching theatrical clients now have a concrete data point for weighing TV dollars against social spend on future releases.