In search of Olympic gold: SING 2

Did you know that the original SING is the highest-grossing animated film ever released in December? It’s not even close.

Prior to 2016, if you wanted to see a family film around the holidays you got animation hybrids like ALVIN & THE CHIPMUNKS or live action films like NIGHT AT THE MUSEUM. What you didn’t get was straight-up animation.

Credit to Universal for identifying an opportunity when they opened SING during the holidays in 2016. Since then, we’ve had the Academy Award-winning SPIDER-MAN: INTO THE SPIDER-VERSE in 2018 and SPIES IN DISGUISE a year later in 2019. But neither came anywhere close to the $271M made by SING.

Based on that, two things are NOT surprising. A sequel was coming, and that Universal would give the follow-up a major marketing push.

If you’ve been watching any of the Olympics coverage, you no doubt saw a commercial for SING 2. Yes, the film is six months from release, but Universal has let it be known that this is a priority film.

It’s way too soon to tell how these commercials have impacted the data, although awareness has climbed to a new high of 31. We will continue to measure this over the next few days to see if these spots lift the numbers any further. Stay tuned.