Every week, “Charts & Graphs” looks past the weekend box-office numbers to examine other lists of movies that are popular right now, as assessed by the likes of iTunes, Amazon, Box Office Mojo, and other services.
Variety has been partnering with iSpot.tv to track the amount of money movie studios are spending on TV advertising, and the weekly articles have been fascinating to follow—to see what’s been getting the big push, and whether it makes a difference. Below are the top five movies organized by TV ad-buys, from October 27 through November 2, with some relevant pieces of data. (The original article contains even more numbers to crunch.)
Interstellar - $7.8M
National airings: 1,295
Most aired on: Comedy Central, MTV2
Estimated lifetime TV spending: $25.1M
Started airing: 9/28/14
Big Hero 6 - $7M
National airings: 889
Most aired on: Disney XD, Nick
Estimated lifetime TV spending: $22.5M
Started airing: 7/13/14
Dumb And Dumber To - $5.1M
National airings: 698
Most aired on: Comedy Central, MTV
Estimated lifetime TV spending: $13.6M
Started airing: 9/2/14
The Hunger Games: Mockingjay (Part 1) - $5.1M
National airings: 330
Most aired on: MTV, TV Guide Network
Estimated lifetime TV spending: $7.4M
Started airing: 10/20/14
Nightcrawler - $3.5M
National airings: 1,694
Most aired on: Spike, truTV
Estimated lifetime TV spending: $18.8M
Started airing: 10/2/14
A few notes:
- I’ve been reading these Variety articles for a few weeks now, and what they mainly show is that big ad-buys don’t necessarily guarantee hits. The Judge had one of the most pervasive campaigns of the fall, but it hasn’t made even back its reported budget at the domestic box office, in four weeks of release.
- On the other hand, an argument could very reasonably be made that Nightcrawler’s big investment in TV advertising paid off in a solid opening weekend. Nightcrawler opened against weak competition, and still ended up in second, just barely behind Ouija. Nevertheless, it’s impressive for such a dark, unusual film to almost win its weekend.
- The Hollywood Reporter also has a story up this week about marketing’s potential impact on opening weekends, but goes about it by charting the popularity of various movies’ YouTube trailers and promo clips, using data from the company Strike Social. Their numbers show Big Hero 6 has drawn 20.5 million total views for four YouTube videos, while Interstellar (which spent nearly a million dollars to promote its YouTube presence, vs. Big Hero 6’s zero dollars) has gotten 14.3 million total views for its four. It’ll be interesting to see whether this translates into Big Hero 6 winning the weekend.