Samwise Film & TV Marketing Newsletter
Tuesday, May 12, 2026
Mother’s Day Box Office: ‘The Devil Wears Prada 2’ Edges ‘Mortal Kombat II’ in Photo Finish at $41M Each
The Devil Wears Prada 2 claimed its second consecutive weekend victory on Mother’s Day, edging fellow newcomer Mortal Kombat II with approximately $41 million domestic each in a rare photo-finish, per Deadline estimates. The result lifted the Disney–20th Century sequel’s running U.S. total to $143 million in 10 days. Warner Bros.’ Mortal Kombat II opened to roughly $40 million from 3,503 screens—already exceeding the 2021 original’s entire domestic run of $42 million. Lionsgate’s Michael held a strong third with $35 million, its running domestic cume reaching $239 million in three weekends.
Sources: Deadline
NBCUniversal Opens 2026 Upfronts at Radio City Music Hall With Bravo and Peacock Showcase
NBCUniversal opened the 2026 television upfronts season Monday at Radio City Music Hall, staging a presentation anchored by Bravo and Peacock unscripted hits. The company, spinning off its cable networks into a new entity called Versant, showcased Love Island USA and The Real Housewives franchise with Andy Cohen and host Ariana Madix on stage. Late-night host Seth Meyers earned applause with pointed jokes targeting CBS and Netflix. An iSpot survey found 31% of brand marketers plan to hold spending steady or increase it this upfront cycle, with live sports and streaming content leading advertiser demand.
Sources: Deadline
Fox Makes Upfront History With CTO on Stage, Pitches 200 Million Monthly Reach Across Platforms
Fox Corporation made industry history at its 2026 upfront by placing its chief technology officer on stage before advertisers—a first for any broadcast network. Invoking Silicon Valley “first principles” thinking, the company pitched its ability to reach 200 million people monthly across networks, streaming, and podcasts. Fox holds FIFA World Cup rights for the North American tournament alongside Telemundo, a major live rights tentpole for advertisers this summer. Scripted newcomers include a Patrick Dempsey–led thriller and “Best Medicine,” an adaptation of the long-running British series “Doc Martin.”
Sources: Deadline
Disney’s 2026 Upfront Draws 3,700 With New CEO Josh D’Amaro and Six-Week Live-Events Pitch
Disney staged its fourth consecutive upfront at North Javits Center in New York on Tuesday, drawing an estimated 3,700 attendees for a presentation headlined by new CEO Josh D’Amaro and host Jimmy Kimmel. The company structured its advertiser pitch around an unmatched live events run: the Grammys, Super Bowl, and Oscars all fall within six weeks of each other in early 2027. Advertising chief Rita Ferro detailed a cross-platform strategy positioning Disney+ as an immersive, interactive hub, while the production itself required over 300 rigging points supporting 183,000 pounds of equipment.
Sources: Adweek
Upfronts 2026: Live Sports and Streaming Top Advertiser Demand as Traditional Cable Faces 10% Decline
As upfronts week 2026 unfolds across Manhattan, a consistent advertiser priority has emerged. A survey of 360 brand marketers by iSpot found that half plan to increase social video and streaming commitments, while forecasts project a 10% decline in traditional cable advertising alongside a modest broadcast uptick. Every presenting network except Warner Bros. Discovery holds NFL rights, making professional football the undisputed anchor product of this year’s market. With the FIFA World Cup arriving in North American stadiums this summer and LA28 preparations under way, live event inventory has emerged as the most coveted buy.
Sources: Variety
Box Office — Currently in Theatres
| # | Title | Release Date | Weekend | Cumulative |
|---|---|---|---|---|
| 1 | The Devil Wears Prada 2 | May 1 | $41.0M | $143M |
| 2 | Mortal Kombat II | May 8 | $40.0M | $40M |
| 3 | Michael | Apr 17 | $35.0M | $239M |
| 4 | The Sheep Detectives | May 8 | $15.0M | $15M |
| 5 | Billie Eilish: Hit Me Hard & Soft (3D) | May 8 | $8.0M | $8M |
| 6 | The Super Mario Galaxy Movie | Apr 3 | $6.3M | $412M |
| 7 | Project Hail Mary | Mar 20 | $6.0M | $328M |
| 8 | Hokum | May 1 | $3.5M | $12.7M |
| 9 | Deep Water | May 1 | $0.8M | $3.7M |
| 10 | Lee Cronin’s The Mummy | Apr 17 | ~$1.5M | ~$32M |
| 11 | Slime Movie | May 1 | ~$1.0M | ~$4.5M |
| 12 | Animal Farm | May 1 | ~$0.6M | ~$3.5M |
| 13 | Sinners (IMAX Re-release) | Apr 10 | ~$0.4M | ~$215M |
| 14 | Obsession | May 1 | ~$0.3M | ~$2.0M |
| 15 | Is God Is | Apr 24 | ~$0.2M | ~$1.5M |
| 16 | Linda Perry: Let It Die Here | May 8 | ~$0.15M | ~$0.15M |
| 17 | Blue Film | May 8 | ~$0.12M | ~$0.12M |
| 18 | Black Bag | Apr 3 | ~$0.1M | ~$15M |
| 19 | The Breadwinner | Apr 17 | ~$0.08M | ~$0.5M |
| 20 | Pressure | May 1 | ~$0.06M | ~$0.3M |
Source: Box Office Mojo · Weekend estimates · Rows 10–20 are specialty/limited estimates
Curated by JD · samwise.agency