‘Crazy Rich Asians’ has pretty much already recouped its TV budget | Advertising

“Crazy Rich Asians” is on track to rake in nearly $30 million in its first five days in theaters, or nearly triple the investment Warner Bros. has made to promote the movie on stateside TV.

Since debuting on Wednesday, the romantic comedy has brought in $8.8 million in box-office sales, a windfall that has emboldened the studio to up its projected take to $29 million through this weekend, up from the original forecast of $20 million. If those figures hold upand some box-office watchers believe “Crazy Rich Asians” could generate more than $35 million in sales through Sunday nightWarner effectively will have recouped the film’s relatively modest $30 million production budget in less than a week.

Warner is on pace to make back the $11.1 million it has spent to air promos for “Crazy Rich Asians” since the first teaser aired during the season finale of the CW’s “Riverdale” on May 16. Per iSpot.tv data, Warner since that soft launch has concentrated on reaching basic-cable audiences, buying time in repeats of “Friends” on Nick-at-Nite and TBS, as well as in encore episodes of “Family Guy” on Adult Swim and “The Big Bang Theory” (TBS).

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