Ant-Man and the Wasp opened at the top of the box office with $75.8 million domestically, making it the tenth time this year a film based on a Marvel character has taken the number one spot. It is also Marvel’s twentieth top box office opening in a row.
Marvel tapped into a number of current trends to push its latest venture that spanned TV, sports, social media and of course, other films from Disney and the Marvel Cinematic Universe (MCU).
“Ant-Man had a clever marketing campaign, great reviews and also benefited from Avengers: Infinity War, which grossed $674.8 million domestic,” Karie Bible, box office analyst and film historian at Exhibitor Relations, told AList.
Ahead of the film’s release, Marvel invited fans to create short films inspired by Ant-Man and the Wasp. Creators responded with films that used the idea of size and forced perspective with imaginative results.
Real heroes. Not actual size. Check out these videos inspired by Marvel Studios' #AntManAndTheWasp! Make your own and share using #AntManAndTheWaspChallenge. See the film in theaters TONIGHT. Get tickets: https://t.co/HEdM8K4Arl (2/3) pic.twitter.com/YHa72evin0
— Marvel Entertainment (@Marvel) July 5, 2018
For the July 4 holiday, size became the perfect segue into a tiny cooking video.
— Marvel Entertainment (@Marvel) July 4, 2018
“The trailer played theatrically before Deadpool 2 and a more family-focused trailer ran before The Incredibles 2,” noted Bible. “The movie had promotional partnerships with Hyundai, Dell, Synchrony and Sprint. It was also advertised on ESPN, the World Cup, WWE, The Bachelorette and more.”
Including The Wasp as a prominent character might have helped attract a more diverse audience that consisted of 45 percent female movie-goers, according to CinemaScore. In addition, Bible said, 58 percent of ticket holders were over the age of 25.
“The film was aimed at multiple demographics,” Bible observed. “Marketing and publicity play a major role in a film’s success, but those efforts can only do so much. Audiences will either respond or they won’t. In this case, the film delivered the goods.”
Ant-Man and the Wasp is the 20th film in the MCU and it may be the smallest but it still managed to outperform its predecessor. Ant-Man opened in 2015 at $57.2 million domestic.