The family title had, last week, released in Australia and New Zealand before adding 43 additional markets this session.
In the U.S., PAW Patrol: The Mighty Movie received a wide opening on Sept. 28, and is playing in 3989 theaters, where it is currently No. 1 at the Box Office, earning $6.8M on Friday, 9.6M on Saturday, and $6.5M on Sunday (3-day $23M/Wk 1).
With decent reviews and strong audience scores, word of mouth is strong with these pups, who are out in just 45 (53%) of the international marketplace to date. On a like-for-like basis including previews, the overseas opening result is 70% ahead of 2021's Paw Patrol: The Movie, giving this Cal Brunker-directed title the best opening for the franchise. Paw Patrol: The Movie grossed $140 million globally, a notable figure amid the pandemic as it debuted day-and-date on Paramount+.
Amid heavy competition, but also with praise from local media, China opened to $5.3M. Mexico was next at a No. 1 start of $2.8M, followed by Germany (No. 1/$2.4M), Italy (No. 2/$800K) and Czech Republic (No. 1/$700K). In holds, Australia delivered another $1M, up 11% from last week’s start ($2.8M cume) and NZ jumped 66% at No. 1 with a $480K total to date.
Next week, 12 more markets will open including Brazil and Korea. Later markets include Spain, France and the UK in October, followed by Japan in December.
According to Paramount, The Mighty Movie proved true to its title. The film strongly over-indexed in the northeast and Midwest portions of the U.S., over-indexed in the south-central and southeast, while slightly under-indexing in the western U.S. Canada came in with a very good market share of 8.2% (8.7% overall).
Major markets that over-indexed include New York, Philadelphia, Boston, Minneapolis, Detroit, Cleveland and St. Louis, while the major markets that under-indexed included Los Angeles, San Francisco, Toronto, Phoenix, Seattle, Orlando, Denver and San Diego. Top theaters came from L.A., N.Y., San Antonio, Boston, Toronto, Cleveland, Nashville, Phoenix, West Palm Beach (Florida), Odessa (Texas), Austin, Miami and Montreal.
Audience Demos:
- 90% family
- 52% female/48% male
- <7 14%, 7-9 27%, 10-12 5%, 13-17 8%, 18-34 24%, 35+ 22%
- 46% Cauc/30% Hisp/16% AA/5% Asian/3% NatAm other
- 60% Excellent/27% Very Good = 87% – Total Positive for parents, 75% definite recommend
- 61% Great/32% Very Good = 93% – Total Positive for kids, 66% Must see it right away
- 4.5/5 stars on PostTrak for parents, 5/5 stars for kids
- ‘A’ CinemaScore, 54% of kids said it exceeded their expectations.
The Box Office success for PAW Patrol: The Mighty Movie, which cost $30 million to make, during its opening week represents a massive win for Spin Master Entertainment, Nickelodeon Movies and Paramount Pictures, as the picture is part of a $14 billion global retail franchise which all three companies get a nice cut from. And successful movies drive toy sales. It was part of Brian Robbins’ plan when he took over the top job at Paramount Pictures Studios to have family brands work at the box office, which also have a rainfall of cash in merchandise, particularly in an entertainment conglomerate that counts the powerful, and evergreen Nickelodeon brand. EntTelligence says Paw Patrol 2 drew 2.3M admissions, with close to half of the pic’s tickets being sold at child pricing.
Some of the stunts which Paramount did to bark up this latest sequel included getting the film in the Guiness Book of World Records with the most dogs in attendance at a movie screening, with 219 at the Autry Museum of American History at Griffith Park in Los Angeles, CA. Costume characters from the film flooded zoos, a White Sox game in Chicago, and children’s hospitals, as well as on-air appearances in all markets. There was an immersive 5,5k square foot Paw Patrol 2 movie experience in Columbus Circle, which ended with a collectible pup tag, photo opp and Dance PAWty, and a gift shop featuring 24 SKUs of PAW Patrol product for purchase. There were also lyric videos created for the three original songs featured in the sequel, including Down Like That by Bryson Tiller, Bark to the Beat by McKenna Grace and Blackbear, and Learning to Fly by Christina Aguilera.
Paramount had custom games and interactive ads integrated into high impact, brand-safe platforms for kids, including the popular gaming site Poptropica Jr., which created a mini-island featuring all the mighty pups. There were also energetic dance videos to GoNoodle, helping students in classrooms get their wiggles out to a PAW Patrol beat. Noggin created two learning-based games exclusive to their app.
Brand partners, who helped garner 3 billion impressions for the pic, included Burger King with movie-themed King Jr. Meal, and Dogtopia, which called on all super-pups by encouraging pet parents to share their dog’s super-powers in a first-time film partnership.
Overall, a job well done by Paramount, considering Paw Patrol 2 star Kim Kardashian wasn’t available to constantly tell all her near half billion followers (across TikTok, X, Instagram, Facebook) to go. However, the reality star did drop the trailer on TikTok before the SAG-AFTRA strike started on June 12.
RelishMix reports that the sequel’s social media universe was below other family film comps at just over 117M. However, Paramount cross promotes its own social media channels (21.2M SMU) and Nick Jr. (29.2M SMU) “with extreme video view counts, some with over 100M views each on YouTube playlist loops of clips, which, as usual, very young children adore,” per RelishMix.
“It’s fantastic,” Paramount’s president of domestic distribution Chris Aronson says of the film’s opening weekend. “It’s a testament to the enduring and growing popularity of this property.”
PAW Patrol: The Mighty Movie, co-produced by Spin Master Entertainment, cost $30 million. Adding to the riches, its strong ticket sales will be dwarfed by the lucrative consumer products line. The franchise has earned $14 billion in global retail sales since 2014.
“The PAW Patrol movies are not in the league of the Disney, Pixar and Illumination juggernauts, but they’re not designed to be,” says David A. Gross, who runs the movie consulting firm Franchise Entertainment Research. “They cost a fraction of those giants.”
Spin Master Entertainment, Nickelodeon Movies and Paramount Pictures showed their faith behind the new movie by ordering a third theatrical film before PAW Patrol: The Mighty Movie had opened. PAW Patrol 3 is currently set to release exclusively in theaters in 2026.
About PAW Patrol: The Mighty Movie: When a magical meteor crash lands in Adventure City, it gives the PAW Patrol pups superpowers, transforming them into The MIGHTY PUPS! For Skye, the smallest member of the team, her new powers are a dream come true. But things take a turn for the worse when the pups' arch-rival Humdinger breaks out of jail and teams up with a mad scientist to steal the superpowers for the two villains. With the fate of Adventure City hanging in the balance, the Mighty Pups have to stop the supervillains before it's too late, and Skye will need to learn that even the smallest pup can make the biggest difference.
Directed by Cal Brunker from a screenplay by Cal Brunker & Bob Barlen.
The voice cast features Mckenna Grace, Taraji P. Henson, Marsai Martin, Christian Convery, Ron Pardo, Lil Rel Howery, Kim Kardashian, Chris Rock, Serena Williams, Alan Kim, Brice Gonzalez, North West, Saint West, Christian Corrao, Luxton Handspiker, Nylan Parthipan, Callum Shoniker, with James Marsden and Kristen Bell, introducing Finn Lee-Epp.
Producers are by Jennifer Dodge, p.g.a., Laura Clunie, p.g.a., Toni Stevens, p.g.a.; executive producers are Ronnen Harary, Adam Beder, Peter Schlessel.
Catch PAW Patrol: The Mighty Movie exclusively in theaters! Get tickets: https://paramnt.us/PAWPatrolTix
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PAW Patrol fans can stream full episodes of PAW Patrol on Paramount+. Try it FREE today at ParamountPlus.com.
Originally published: October 01, 2023 at 21:46 BST.
Sources: Deadline (II), The Hollywood Reporter, The Associated Press via USA Today, Los Angeles Times, Variety, Animation Magazine, BoxOfficeMojo.
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