Universal is sparing no expense when it comes to promoting Jurassic World: Fallen Kingdom, as it is spending roughly $185 million on global promotion according to a report from Deadline.
Spanning items from Jeep Wranglers to bandages, Fallen Kingdom continues the brand’s tradition with a $185M global promo campaign in media value. That’s double the size of the previous partner program for the release of Jurassic World three years ago, and it outstrips recent summer promo campaigns like Disney’s Avengers: Infinity War ($150M+) and last year’s Spider-Man: Homecoming ($140M) and Guardians of the Galaxy: Vol. 2 ($80M). Overall, nine different partners will be running TV spots, which will remain in play well past Fallen Kingdom‘s opening day. In total, consumers around the globe will be exposed to 1.3 billion Fallen Kingdom packages in the marketplace, and 1.5M displays.
Everywhere you turn you can see Jurassic World being packaged and slapped on lunch boxes and now Universal is selling it. The tie-ins and promotion really got going on Super Bowl Sunday. The Colin Trevorrow directed Jeff Goldblum/Jeep commercial where he is being chased by a T-Rex that aired during the game had 39.7 million views in its first 24 hours online. You can watch the Jeep Wrangler commercial below:
Among the other sponsors Universal is working with and creating merchandise for includes Dr. Pepper (with four collectible cans), Doritos, Skittles, Juicy Fruit, Ferrero, Kellogg’s and Dairy Queen among others. Internationally you can expect to see Fallen Kingdom on products from CPW, Hershey, BP and at McDonalds in Latin America.
Even when it comes to promoting the film in markets with the stars of the film there is no holding back. On Wednesday, a life sized T-Rex was spotted being transported down the Thames River in London before being set up for photos and interviews with Colin Trevorrow, J.A. Bayona, Bryce Dallas Howard, Jeff Goldblum and Chris Pratt. Take a look at the video below:
It should come as no surprise that Universal is all in with the Jurassic franchise, because in terms of average worldwide gross per film, it is their biggest franchise by far. Having already grossed north of $3.6 billion worldwide through four films, the fifth film is expected to take another massive bite out of the box office. While no one expects Fallen Kingdom to match the huge domestic opening weekend of Jurassic World in 2015 at $208.8 million, it is expected to have a very big opening and one of the biggest of 2018. Official tracking numbers have not been released yet, but early projections from Box Office Pro expect an opening weekend of around $130-150 million. We will get a better idea of it’s domestic opening weekend possibilities in the coming weeks, so stay tuned for updates.
What are your thoughts on Universal spending roughly $185 million on global promotion for Jurassic World: Fallen Kingdom? Do you think it will pay off in the end for the film and studio? Let us know your thoughts in the comments below and on our forums.