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‘Star Wars: The Force Awakens’ raked in more than $25 for every $1 of ad spend

Star Wars: The Force Awakens brought in $25.40 for every $1 spent on advertising last year in the US, according to Kantar Media.

Disney spent approximately $29m on ad spend in 2015 to promote the much-anticipated movie, putting it at 38th place in terms of motion picture advertising budgets for the year, Kantar Media’s report said.

Kantar said the sequel’s low ad spend can likely be attributed to the fact that it was already receiving massive amounts of earned media in the form of press coverage and social media posts.

The movie was also receiving large amounts of additional promotion since many brands, including Campbell’s and Kraft Heinz, leveraged Star Wars in their own advertising ahead of the film’s debut.

The Force Awakens was the top-grossing film in the US last year, earning more than $750m in domestic box office revenue. Last year The Drum spoke with Charles Lippincott, the man behind the promotion of the first movie in the franchise, to discuss the success of Star Wars.

Minda Smiley

Minda Smiley is The Drum's US advertising reporter, covering how brands and agencies are using today's platforms, technologies and innovations to connect with consumers.

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