The concert movie documenting Taylor Swift‘s mega-successful tour has already surpassed $100 million in presales, pointing to a massive opening-weekend number when it debuts on Friday.
Despite those stratospheric levels of interest, the film’s marketing campaign has defied the usual patterns of a mainstream Hollywood release.
As of October 6, ad tracking firm iSpot found that the main TV spot for the film had aired just 38 times on national linear TV, with 17 of those occurring after Swift made her first appearance at a Kansas City Chiefs game to root on her reported boyfriend, Chiefs tight end Travis Kelce.
Of those 17 airings, seven of them appeared either on a live game or on the NFL Network. Capitol One’s “Multiple Taylors” ads have also carried a tagline for the Eras doc since September 23, airing more than 300 times.
Read more on deadline.com
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