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In case you're wondering why Brave New Nigger eked out a mediocre opening weekend rather than being a catastrophic franchise killing bomb:

One thing that’s certain about Disney, even though this Captain America may not have been widely loved as other MCU movies, the studio knew they had a tentpole and spent on it. They didn’t underspend like some other studios might when they see a B- CinemaScore coming. iSpot shows that Disney spent around $22M in linear spot ads that pulled in 926M household TV impressions.

The Brave New World campaign centered around the MCU journey of Anthony Mackie’s Sam Wilson, while highlighting military appreciation, Harrison Ford’s appearance, and of course, Red Hulk.

The top networks by impressions were ESPN, ABC, CBS, Fox and NBC with Brave New World ads running during NFL, College football, ESPN SportsCenter, the Super Bowl Pregame and Dick Clark’s New Year’s Rockin Eve.

Brave New World cross-promotions included Tide ($8 million), which developed a unique spot centered around the idea that superhero action may cause messes, so civilians in the MCU may experience “collateral stains.” Tide hosted a “Collateral Stains Screening” in NYC where attendees were among the first to see the film. The catch? The audience watched the movie all while experiencing stains as if they were on the periphery of the action. After the 4D experience, guests went home with Tide products to clean their clothes.

Microsoft Copilot ($693K) had a custom spot with star Danny Ramirez where his character, Falcon, utilizes the MS device to level up his wing designs.

Other cross-promotions were McDonald’s ($1.3 million), American Family Insurance ($127K) and Barbasol ($9K). Per Tubular Labs, Marvel-published YouTube videos for Captain America: Brave New World have garnered 115 million views since last year.

Peloton was another promo partner for the film, the exercise cycle brand encouraging its members and fans to “Train Like a Superhero.” Themed rides and classes programmed around the film release capped off with a live ride at Peloton’s NYC studio with Mackie. A GMC custom clip spot showcased the Hummer EV featured in the film. Top Golf also hosted a Block Party experience at all venues Feb. 1 – April 13 including a national in-venue sweepstakes, limited menu items and an enhanced golf experience.

There were myriad stunts for social, i.e. a drone show at Paris Disneyland.
There was also Mackie jumping out of an Air Force HC-130J Combat King II with other 58th Pararescuemen.
Let’s not forget the derigueur appearances for Brave New World cast and director Julius Onah at San Diego Comic-Con, D23 Anaheim, and D23 Brazil.

https:// deadline .com/2025/02/box-office-captain-america-brave-new-world-1236289044/

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