Netflix Upfront Ad Commitments Surge as NFL Games, Squid Game Boost Appeal

 Lily Collins attends the Premiere for Netflix's "Emily In Paris" Season 4 at The Egyptian Theatre Hollywood in Los Angeles, California, US, August 14, 2024. (Reuters)
Lily Collins attends the Premiere for Netflix's "Emily In Paris" Season 4 at The Egyptian Theatre Hollywood in Los Angeles, California, US, August 14, 2024. (Reuters)
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Netflix Upfront Ad Commitments Surge as NFL Games, Squid Game Boost Appeal

 Lily Collins attends the Premiere for Netflix's "Emily In Paris" Season 4 at The Egyptian Theatre Hollywood in Los Angeles, California, US, August 14, 2024. (Reuters)
Lily Collins attends the Premiere for Netflix's "Emily In Paris" Season 4 at The Egyptian Theatre Hollywood in Los Angeles, California, US, August 14, 2024. (Reuters)

Netflix saw a more than 150% surge in upfront ad commitments for this year, the streaming giant said on Tuesday, thanks in part to the National Football League (NFL) games coming to the platform on Christmas Day.

In its second year of upfront negotiations — where networks and media companies aim to secure ad commitments for upcoming shows — Netflix successfully closed advertising deals with all major holding companies and independent agencies.

The California-based company secured partnerships for several high-profile properties, including the popular series "Squid Game" and "Wednesday," as well as the upcoming movie "Happy Gilmore 2."

It also closed deals for live events, including WWE Raw and the Christmas Day NFL games.

As competition intensifies in the streaming space, major players like Warner Bros Discovery's Max and Walt Disney's Disney+ have also turned to ad-supported plans and streaming bundles to boost growth.

Streaming services are also increasingly investing in sports content to attract a larger, younger audience and more advertisers willing to pay for premium live sports content.

Facing saturation in subscriber growth in the United States, Netflix has been beefing up its advertising business, although the business is not expected to become a primary driver of revenue growth until at least 2026.

The company last month reported its ad tier membership grew 34% sequentially in the second quarter.

Netflix introduced an ad-supported tier of the service in November 2022 as it tried to offset escalating costs of creating original content and licensing deals to keep viewers on the platform.

The cheaper, ad-supported plan hit 40 million global monthly active users in May.



‘Alien: Romulus’ Bites off $41.5 Million to Top Box Office Charts 

English actor Archie Renaux, US actor Cailee Spaeny, English actor Spike Fearn and Uruguayan director Fede Álvarez pose on the red carpet upon arrival to attend the UK gala event for "Alien: Romulus" at Cineworld in Leicester square, central London on August 14, 2024. (AFP)
English actor Archie Renaux, US actor Cailee Spaeny, English actor Spike Fearn and Uruguayan director Fede Álvarez pose on the red carpet upon arrival to attend the UK gala event for "Alien: Romulus" at Cineworld in Leicester square, central London on August 14, 2024. (AFP)
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‘Alien: Romulus’ Bites off $41.5 Million to Top Box Office Charts 

English actor Archie Renaux, US actor Cailee Spaeny, English actor Spike Fearn and Uruguayan director Fede Álvarez pose on the red carpet upon arrival to attend the UK gala event for "Alien: Romulus" at Cineworld in Leicester square, central London on August 14, 2024. (AFP)
English actor Archie Renaux, US actor Cailee Spaeny, English actor Spike Fearn and Uruguayan director Fede Álvarez pose on the red carpet upon arrival to attend the UK gala event for "Alien: Romulus" at Cineworld in Leicester square, central London on August 14, 2024. (AFP)

“Alien: Romulus,” the latest installment in the 45-year-old franchise, opened in first place at the North American box office. The 20th Century Studios release earned an estimated $41.5 million in its first weekend, where it was playing in 3,885 locations in the US and Canada.

Including $66.7 million from international showings in 49 markets, “Alien: Romulus” boasted a $108.2 million global debut. The Walt Disney Co., which owns 20th Century Studios, claimed the top two spots on the charts, with Marvel’s “Deadpool & Wolverine” now in its fourth weekend, taking second place with $29 million. The company has been responsible for an estimated 42% of the industry’s summer box office haul, including hits “Inside Out 2” and “Kingdom of the Planet of the Apes.”

August can often be slow for the movie business, or, less charitably, a dumping ground. But while 2024 has lagged overall for the movie business, a string of recent hits including “Deadpool & Wolverine” and “It Ends With Us” helped build a momentum that put this late August weekend over 30% ahead of the same weekend last year. It’s also up over 10% from August 2019.

“The summer started off pretty gloomy, but it’s winding up really strong,” said Paul Dergarabedian, the senior media analyst for Comscore. “We thought we were going to coast through August, but now we’re powering through August towards a much better overall summer number than we expected for the box office.”

Fede Álvarez directed “Alien: Romulus,” set around the time of “Alien” and “Aliens,” and recruited a cast of up-and-coming 20-somethings to lead the cast including Cailee Spaeny, David Jonsson and Isabela Merced. The sci-fi film leans into Álvarez’s propensity for all things horror, as he is known for “Evil Dead” and “Don’t Breathe,” and embraces the franchise’s horror roots.

Reviews have been a little mixed, but mostly positive, with an 81% on Rotten Tomatoes. Audiences gave it a B+ CinemaScore.

The romantic drama “It Ends With Us” landed in third place with $24 million, down just 52% from its triumphant opening. The Sony movie starring Blake Lively and Justin Baldoni, who also directed, has made $97.8 million to date. It cost only $25 million to produce.

The film was adapted from the bestselling Colleen Hoover novel of the same name that follows Lively as Lily Bloom, a woman at a crossroads when a past love upends her current relationship with Baldoni’s Ryle Kincaid.

Rumors of behind-the-scenes drama on the film also continues to dominate social media discourse and tabloid headlines — but “Don’t Worry Darling” also taught us that gossip and chatter don’t always translate to box office returns.

“Twisters” placed fourth in its fifth weekend with $9.8 million from 3,483 theaters. The Universal release has made over $238.4 million domestically.

Rounding out the top five was a re-release: “Coraline,” which Fathom Events put on over 1,500 screens for its 15th anniversary where it made $11.3 million in four days and $8.6 million from Friday through Sunday. The stop-motion animated film was an adaptation of a Neil Gaiman novella, written and directed by Henry Selick and marked the first-ever release for Laika. It’ll be in theaters until Aug. 22.

“Borderlands,” the video game adaptation starring Cate Blanchett, Kevin Hart and Jamie Lee Curtis, brought in $2.4 million in its second weekend bringing its total box office earnings to $13.5 million compared to its reported $120 million budget.