Samwise Film & TV Marketing Newsletter
Tuesday, June 23, 2026
Toy Story 5 Opens to Franchise-Record $160 Million Weekend, Biggest Debut of 2026
Toy Story 5 opened to a franchise-record $160 million domestically in its debut weekend of June 19–21, becoming the year’s biggest opening and the second-largest animated debut in box office history, trailing only 2018’s Incredibles 2 with $182.7 million. The sequel from Disney and Pixar surpassed the prior franchise benchmark of $120 million set by Toy Story 4 in 2019. Globally, the film debuted to $312 million after earning $152 million internationally, marking the second-best Pixar global opening on record. The film played across 4,425 North American theaters and earned an A CinemaScore from audiences.
Taylor Swift’s “I Knew It, I Knew You” and TS Billboards Powered Toy Story 5’s Record Marketing Push
Toy Story 5’s record-breaking debut was driven in large part by a marketing campaign unprecedented in franchise history. Disney and Pixar partnered with Taylor Swift, who contributed the original song “I Knew It, I Knew You”—which debuted at No. 1 on the Hot 100 before opening weekend. Billboards featuring the letters “TS” built months of fan anticipation ahead of the reveal. The studio’s global promotional partnerships carried a media value of $200 million, the biggest in franchise history, while Swift’s involvement reached an estimated 538 million followers across her social platforms, fueling outsized engagement among younger demographics.
Obsession Crosses $300 Million Worldwide, Cementing Festival-Pickup Box Office Record
Horror romance Obsession crossed $300 million worldwide during the weekend of June 19–21, setting a new milestone as the highest-grossing film ever acquired at a film festival, surpassing the previously reported global total of Blair Witch Project. The Focus Features release, directed by Curry Barker, has become the distributor’s highest-grossing title in company history. Domestically, the film has amassed $215 million across six weekends, maintaining remarkable holding power with a 29.5% drop in its sixth frame. Companion title Backrooms, distributed by A24, simultaneously crossed $175 million domestically during the same weekend.
FX Formalizes Simultaneous Linear-and-Hulu Release for All Originals, With The Bear Season 5 as Showcase
FX has formalized a new distribution model: all original series now premiere simultaneously on linear cable and Hulu, with The Bear Season 5—debuting June 25—serving as the flagship showcase. The exclusive Variety report reveals the shift began quietly in January 2026 with Ryan Murphy’s The Beauty and now applies to the full FX slate. The strategy mirrors HBO’s dual-platform approach and is timed to strengthen Emmy eligibility optics across both linear and streaming categories. Adults Season 2 will follow the same model in August, cementing simultaneous release as FX’s permanent distribution standard.
Sources: Variety
Emmy Nomination Voting Closes; Nominations Announcement Set for July 8
Nomination-round voting for the 78th Primetime Emmy Awards closed at 10 p.m. on June 22, capping a 12-day window during which Television Academy members assessed 555 eligible program submissions—a 7.5% decline from the prior year. Nominations will be announced on July 8 by The Bear’s Liza Colón-Zayas and Jeff Hiller. FYC campaigns intensified in the final voting days, with shows mounting out-of-home advertising, Broadway takeovers, and guerrilla campaigns on Sunset Boulevard to sway voters. Final-round voting runs August 17–26, with the ceremony airing live on NBC and Peacock on September 14.
Sources: Variety
Box Office — Currently in Theatres
| # | Title | Release Date | Weekend | Cumulative |
|---|---|---|---|---|
| 1 | Toy Story 5 | Jun 19 | $159.7M | $159.7M |
| 2 | Disclosure Day | Jun 12 | $17.7M | $79.0M |
| 3 | Obsession | May 15 | $13.4M | $215.0M |
| 4 | Backrooms | May 29 | $7.2M | $175.1M |
| 5 | Scary Movie | Jun 5 | $6.4M | $97.2M |
| 6 | Masters of the Universe | Jun 5 | $6.2M | $57.5M |
| 7 | Star Wars: The Mandalorian and Grogu | May 22 | $4.2M | $172.0M |
| 8 | The Death of Robin Hood | Jun 19 | $2.9M | $2.9M |
| 9 | Leviticus | Jun 19 | $2.6M | $2.6M |
| 10 | Michael | Apr 24 | $2.2M | $367.9M |
| 11 | Girls Like Girls | Jun 19 | $1.5M | $1.5M |
| 12 | The Furious | Jun 12 | $1.1M | $5.3M |
| 13 | The Sheep Detectives | May 8 | $1.1M | $64.6M |
| 14 | The Breadwinner | May 29 | $851K | $19.3M |
| 15 | The Devil Wears Prada 2 | May 1 | $623K | $219.3M |
| 16 | Stop! That! Train! | Jun 12 | $480K | $3.4M |
| 17 | Gregg Allman: The Music of My Soul | Jun 19 | $368K | $368K |
| 18 | Pressure | May 29 | $346K | $15.1M |
| 19 | Tuner | May 22 | $111K | $4.0M |
| 20 | The Super Mario Galaxy Movie | Apr 3 | $95K | $429.6M |
Source: Box Office Mojo · Weekend estimates · June 19–21, 2026
Curated by JD · samwise.agency