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In this week’s edition of the Variety Movie Commercial Tracker, powered by the TV advertising attention analytics company iSpot.tv, DreamWorks Animation claims the top spot in spending with “How to Train Your Dragon: The Hidden World.”
Ads placed for the fantasy film had an estimated media value of $7.98 million through Sunday for 1,599 national ad airings on 56 networks. (Spend figures are based on estimates generated from Feb. 4-10. Estimates may be updated after the chart is posted as new information becomes available.) DreamWorks Animation prioritized spend across networks including CBS, NBC and ABC, and during programming such as the 61st Annual Grammy Awards, NBA Basketball and “The Good Doctor.”
Just behind “How to Train Your Dragon: The Hidden World” in second place: Twentieth Century Fox’s “Alita: Battle Angel,” which saw 1,140 national ad airings across 41 networks, with an estimated media value of $4.53 million.
TV ad placements for Universal Pictures’ “Happy Death Day 2U” (EMV: $4.12 million), Metro-Goldwyn-Mayer’s “Fighting With My Family” ($3.37 million) and Warner Bros. Animation’s “The LEGO Movie 2: The Second Part” ($3 million) round out the chart.
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Notably, “Happy Death Day 2U” has the best iSpot Attention Index (123) in the ranking, getting 23% fewer interruptions than the average movie ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Attention Score – Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.
* Attention Index – Represents the Attention of a specific creative or program placement vs the average. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.
Variety has partnered with iSpot.tv, the real-time TV ad measurement company with attention analytics from more than nine million smart TVs, to bring you this weekly look at what studios are spending to market their movies on TV. Learn more about the iSpot.tv platform and methodology.
Want to be among the first fans to see “How to Train Your Dragon: The Hidden World?” Enter here for your chance to win passes to a screening on Feb. 19 in Hartford.
Seating is first come, first served and not guaranteed so please plan to arrive early for the screening on 2/19 at Bow Tie Palace in Hartford. The screening starts promptly at 7pm, and usually doors open for seating around 6pm.
Open only to permanent, legal United States residents who are physically residing in the counties of Hartford, New Haven, New London, Tolland, Windham, Middlesex, Litchfield, and Fairfield in the state of Connecticut (collectively, the “WVIT Terrestrial Geographic Viewing Area”), and who are eighteen (18) years of age or older as of the start of the Sweepstakes Period. Officers, directors, and employees of Sweepstakes Entities (defined below), members of these persons’ immediate families (spouses and/or parents, children, and siblings, and each of their respective spouses, regardless of where they reside), and/or persons living in the same households as these persons (whether or not related thereto) are not eligible to enter or win the Sweepstakes. Sweepstakes Entities, as referenced herein, shall include WVIT, 1422 New Britain Avenue, West Hartford, CT 06110, NBCUniversal Media, LLC, 30 Rockefeller Plaza, New York, NY 10112 (collectively, “Sponsors”),
and each of their respective parent, subsidiary, and affiliate companies, and their administrative, advertising, and promotion agencies, and any other entity involved in the development, administration, promotion, or implementation of the Sweepstakes. Winner (defined below) must be available to attend Event (defined below) or Prize will be forfeited.
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the authorized account holder (or registered subscriber) of the email address submitted at the time of Entry. “Authorized account holder” of a Facebook account is defined as the person who is assigned to a Facebook account by Facebook. “Authorized account holder” of an e-mail address is defined as the natural person to whom the email address is assigned by an Internet service provider, online service provider, or other organization (e.g., business, educational institution, etc.) that is responsible for assigning email addresses for the domain associated with the submitted email address. Entry constitutes permission (except where prohibited by law) to use entrant’s name, Facebook user name, city, state, likeness, image, and/or voice for purposes of advertising, promotion, and publicity in any and all media now or hereafter known, throughout the world in perpetuity, without additional compensation, notification, permission, or approval.