4th Update, Friday 11:26 PM: Evening estimates see Sony’s
Spider-Man: Into the Spider-Verse with a solid weekend start of
$36M after a $12.6M Friday at 3,813 theaters, and sources are eager to see how this A+ CinemaScore, 5-Star PostTrak-received film performs on Saturday when matinees kick in.
There’s anticipation that
Spider-Verse could very well go higher (just look at its awesome 80% definite recommend in PostTrak exits), and if it doesn’t, then the pic will enjoy a great multiple well past the holiday season. Though Universal/Illumination’s
Sing debuted on the Wednesday before Christmas two years ago, its 3-day of $35.2M yielded a 7.6 multiple with a final domestic take of $270.3M.
Says social media monitor RelishMix about the pic’s fantastic word of mouth, “fans are excited for this unique look on the comic book creation with its multiple universe storyline. Others are stoked not only by the unique animation look, but also by the Afro-Latino hero at the center of the story. Recalling the notable soundtrack, many fans are asking about the titles of songs in the film and calling out Sunflower and other music tracks which spurred them to watch the trailer and clips again. Finally, for those who have seen early screenings, they’re saying the film reviews and super-positive buzz are all real, and audiences should stay until the end of the credits.”
As we mentioned previously, exit demos for
Spider-Verse were 67% non-families, with men 25+ repping 41% of moviegoers, followed by men under 25 at 26%. Both enjoyed the movie with men under 25 giving it 96% and men over 25 a 91% positive score. Boys under 12 outnumbered girls 70% to 30% in turnout. Diversity demos were 43% Caucasian, 21% Hispanic, 16% African American and 15% Asian.
Spider-Verse cost an estimated net $90M before P&A and the movie’s marketing was further boosted by a global
promotional partner campaign valued at $115M which spanned 12M boxses of General Mills cereal, Nike Air Jordans, Hasbro action figures and the Genting Cruise lines to name a few.
Spider-Verse‘s social media universe is reaching close to a half billion followers (comprised of a near 70M Facebook Fans, 16M Facebook video views, a near 19M Twitter Followers, close to 360M YouTube views and 20.2M Instagram followers per RelishMix). For comparison, the usual superhero film has an SMU of over 691M by opening weekend, however, the typical family/animated movie has 308.7M, which puts
Spider-Verse in the middle. Even more amazing about
Spider-Verse‘s SMU is that it doesn’t include “unboxing” videos for the related toys, nor the coordinated campaign connected to its PS4 (Playstation) game.
Spider-Verse videos on the web have gone viral at a great rate of 31:1, exceeding the 16:1 rate of the average family film.
Spider-Verse’s average daily YouTube views for top clips far exceeded all genres with 378K, one of the highest levels RelishMix has seen this year for this metric.
