'Deadpool & Wolverine' Day 5 India collection is robust
What's the story
The superhero film Deadpool & Wolverine, featuring Ryan Reynolds and Hugh Jackman, has maintained a robust box office performance in India.
On its fifth day of release, the movie garnered a solid ₹6.25cr, marking only a slight drop from Monday's ₹7 crore collections.
Industry tracker Sacnilk reports that the film ended its fifth day with an estimated total collection of ₹78.95cr in India.
Box office forecast
'Deadpool & Wolverine' set to surpass ₹100cr mark
The Marvel movie is expected to cross the ₹100 crore mark by its second weekend, according to industry predictions.
It has already outperformed films like Chandu Champion, Srikanth, and Bad Newz, generating nearly four times the revenue of the Akshay Kumar-led Sarfira.
The film is on track to deliver one of the top opening week performances for a Hollywood release in India, surpassing last year's Mission: Impossible - Dead Reckoning Part One.
Global success
'Deadpool & Wolverine' breaks R-rated Monday record globally
In addition to its success in India, Deadpool & Wolverine has also made a significant impact at the US box office.
The film grossed an estimated $24.3M on Monday, setting a new record for the highest-grossing R-rated movie on a Monday at the domestic box office.
This achievement also places it as the fourth best Monday for July after Spider-Man 2, Barbie, and The Dark Knight.
Marketing strategy
'Deadpool & Wolverine' promotional campaign worth $135M
The promotional campaign for Deadpool & Wolverine was valued at $135M in media, surpassing the budget for Black Panther: Wakanda Forever and the combined spend of the first two Deadpool campaigns.
The marketing strategy was led by Disney SVP Marketing Ryan Stankevich and EVP Marketing Partnerships & Special Events Lylle Breier, with support from Reynolds's studio and digital marketing agency Maximum Effort.
The campaign included partnerships with Adidas, Aviation American Gin, Dave & Busters, Jack in the Box, and Heinz.
Brand partnerships
Innovative promotions boost 'Deadpool & Wolverine' visibility
The movie was featured on 70M Coca-Cola cans and bottles. Dave & Busters hosted a film-themed claw machine filled with movie merchandise.
Google launched unique easter eggs via its "circle to search" gesture on Android devices globally.
Heineken sponsored a major US campaign that extended to international markets including Mexico, China, Singapore, Taiwan, South Korea, Bahamas and South Africa.