‘Avatar: The Way Of Water’s $170M+ Promo Push, Led By Mercedes-Benz & More, Rides Sequel’s Opening Wave
deadline.comEXCLUSIVE: Buttressing the $441.6M global opening of Avatar: The Way of Water this past weekend –the 11th best ever– is a curated promo partner campaign assembled by Disney; a lineup that reflects the eco-friendly and technologically advanced sensibilities of the James Cameron directed epic.
All in, the value of media which advertisers paid for here is estimated to be $170M+ per sources, a figure that’s higher than the $100M promo campaigns of Marvel Studios’ Black Panther: Wakanda Foreverand Eternals, but lower than that of last year’s Spider-Man: No Way Home which counted over $220M in media value from its ad partners.
This, of course, doesn’t include any direct marketing spend by Disney for trailers or TV/digital ad spots. Unlike other tentpole promo partner campaigns, the filmmaking team behind Avatar 2, read director James Cameron and producer Jon Landau, were intimately involved here.
And while this is a shorter list of advertisers then we’d find with a Marvel campaign, the brands involved in the sequel had massive ad spend commitments (more than an average tentpole), reaching an array of demos.
Read more on deadline.com
