Disney’s latest live-action adaptation, “The Little Mermaid,” has proven to be a box office sensation during the Memorial Day weekend.
On Saturday alone, the film amassed an impressive $30 million, on par with the earnings of Disney’s previous hit, “Aladdin.” The industry is projecting a successful run for the Rob Marshall-directed musical, with estimates of $95.5 million over three days and $117.5 million over four days, according to Disney. Internationally the film has collected an impressive $68.3 million, making its total worldwide collection $185.3 million.
It is important to note that a slight decline in earnings is normal when forecasting a four-day weekend. However, competitors in the industry anticipate that “The Little Mermaid” has the potential to reach the $121 million to $123 million range, which aligns with the initial opening projections.
Comparatively, “Aladdin” generated an additional $30 million on its Sunday and $25.3 million on Memorial Day Monday, resulting in a strong four-day start of $116.8 million. IMAX screens were divided between “The Little Mermaid,” accumulating $7 million, and the evening showings of “Fast X,” adding $1.4 million, totaling $8.2 million.
Market research firm EntTelligence estimates that “The Little Mermaid” attracted approximately 7.4 million viewers over three days, with a potential total of 9.2 million over four days. The film dominated the weekend moviegoer landscape, representing 59% of the total audience, excluding preview night.
Average ticket prices varied, with general admission at $13.37, children’s tickets at $11.19, and seniors’ tickets at $11.65. Matinee showings between 1 PM and 5 PM were particularly popular, accounting for 35% of total admissions.
“The Little Mermaid” launched an extensive global promotional campaign worth an astounding $80 million, making it the most extensive campaign for a Disney live-action film (excluding Lucasfilm and Marvel Cinematic Universe productions). While there was no official car partnership, as typically seen with Marvel movies, Disney joined forces with various advertising partners to create a multifaceted campaign.