Spider-Man: Brand New Day box office opens with $72 million preview record

Sony and Marvel’s “Spider-Man: Brand New Day” box office run began with $72 million in domestic preview ticket sales, CNBC reported, the largest preview total recorded for a Hollywood release in the U.S. and Canada. Analysts cited by CNBC expect the film to generate about $270 million domestically over its first weekend, a result that would put it among the largest openings on record.

The previous domestic preview high was held by “Avengers: Endgame,” which collected $60 million before its 2019 opening weekend, according to CNBC. “Spider-Man: Brand New Day,” starring Tom Holland as Peter Parker, drew revenue from Wednesday early access screenings and Thursday night previews.

Preview ticket sales are receipts from screenings held before the standard Friday-through-Sunday opening weekend. Studios and theater operators track them closely because they can show how much demand exists among the most committed fans, although a strong preview does not guarantee the final weekend total.

How much did Spider-Man: Brand New Day make in previews?

“Spider-Man: Brand New Day” made $72 million in domestic previews, according to CNBC, surpassing the $60 million mark set by “Avengers: Endgame.” Paul Dergarabedian, head of marketplace trends at Rentrak, told CNBC that demand for the film was “nothing short of astonishing” and said earning more than $70 million from pre-shows was unprecedented.

CNBC reported that some box office analysts see room for the opening weekend total to exceed the roughly $270 million projection. The film is expected to pass the $260 million domestic debut of 2021’s “Spider-Man: No Way Home,” which currently ranks as the second-highest domestic opening weekend. “Avengers: Endgame” remains well ahead with $357 million over its first three days in 2019.

Dergarabedian also cautioned that previews can be front-loaded when franchise fans concentrate demand into the earliest possible showtimes. He told CNBC that opening-weekend urgency can affect the relationship between preview sales and the final three-day figure.

Premium formats are helping, even without Imax

“Brand New Day” is not playing in Imax, CNBC reported, because those screens are being used for Christopher Nolan and Universal’s “The Odyssey.” The film is instead receiving premium large format support from ScreenX, 4DX, Dolby Cinema, HDR by Barco and premium auditoriums operated by chains including AMC, Regal and Cinemark.

ScreenX accounted for $1.8 million in domestic Thursday sales and is expected to reach $4 million by the end of the weekend, CNBC reported. 4DX has generated about $1.3 million domestically and is projected to reach $4.5 million across the three-day debut.

The release also comes at a useful point for theater operators. CNBC reported that “Brand New Day” arrives at the end of July, meaning much of its revenue will be recorded in August, typically the weakest month of the summer movie calendar.

The domestic box office has taken in $5.6 billion so far this year through Sunday, CNBC reported, leaving it 16% below 2019 levels, the last pre-pandemic benchmark before theater closures and production delays disrupted the industry. The 2026 summer period is closer to that comparison, down 9% at $3.05 billion versus $3.36 billion in 2019.

CNBC reported that the gap could narrow as “The Odyssey” continues its extended Imax run into September and “Brand New Day” plays through the remainder of the summer. The release calendar later this year includes Lionsgate’s “The Hunger Games: Sunrise on the Reaping” in November, followed by Warner Bros.’ “Dune: Part Three” and Disney’s “Avengers: Doomsday,” both due Dec. 18.

This story draws on original reporting from CNBC.