Brands roll the dice when they affiliate with movies since it’s anyone’s guess what will be a blockbuster.
Lexus chose correctly when it signed on 18 months ago to play an integral part of Disney’s “Black Panther,” where the main character drives a Lexus LC 500.
The movie, which opened in theaters Feb. 16, is smashing box office records. Global ticket sales by Monday will total an estimated $387 million, according to comScore. Disney said on Sunday that ticket sales for the film in North America alone will total roughly $218 million between Friday and Monday.
The partnership includes a website with a series of online comics featuring the vehicle. A 30-second spot “Long Live The King” ran during the third quarter of the Super Bowl. The 60-second version of the spot has already garnered more than 5 million views on YouTube.