Despite having the same problem that almost every big screen adaptation of a video game has suffered from to date - more on that here in our review - Sonic The Hedgehog has collected enough gold rings over the weekend to break a new record.
Having pulled in over $111 million worldwide since its release on Valentine's Day, Sega's iconic blue hero can officially be said to have fronted the most successful opening box office weekend ever for a video game movie.
Financial cinema statistics bible Box Office Mojo currently clocks Sonic at earning a total of $68 million in North America and $43 million across the rest of the world, though Deadline reports that the domestic figure should hit $70 million or beyond by the time Monday's full takings are accounted for.
The reason for the impressive blue-tinted surge? Advertising, and lots of it. Deadline notes that the trailers for the film have amassed over half a billion views worldwide, while big money was spent on a coveted Super Bowl TV spot earlier this month.
Sonic's studio Paramount also held 'influencer' screenings for people involved in the NBA, MLB, NFL, NHL, WWE, UFC, boxing and NASCAR in a bid to get the viral word out. On top of that, the promotional machine went into overdrive with TikTok and Snapchat-related campaigns, an original song and bespoke clothing all playing a lucrative part.
There's a film in here, somewhere. Is it any use?
Check out the latest episode of The Big Reviewski for full, in-depth analysis.
