Exceeding projections and bolstered by word-of-mouth marketing, Paramount Pictures docudrama “Bob Marley: One Love” hit a high note with a projected $51 million in U.S./Canada box-office debut over the six-day holiday period (the Valentine's Day/President's Day weekend), according to Comscore. 

Paramount's lifetime national TV spend on the film (including value from national TV advertising on its own TV networks) was an estimated $20.5 million -- coming from 3,970 airings, resulting in 2.5 billion impressions, according to EDO Ad EnGage. 

The heaviest spend on the film went to NFL football (CBS, Fox, ABC), NBA basketball (ABC, TNT), and CBS's “Grammy Awards.”

The projected box office for “Marley” for the holiday weekend is higher than the estimated debut of Sony Pictures’ “Madame Web” -- which is projected to reach $25.8 million for the six-day period (February 14 through February 19), per Comscore. 

EDO Ad EnGage estimates the Sony movie -- about one of the Marvel Cinematic Universe heroines -- spent less than half the total of “Marley” in national TV ad spend -- $9.2 million, from 1,640 airings getting to one billion impressions.

Internationally, “Marley” added an estimated $56.7 million and “Madame Web”,  $25.7 million.

Comscore says, the U.S./Canada box office is down 15% season-to-date to $764.1 million versus 2023. It is also down 41% from the pre-pandemic year period of 2019.