"Little Mermaid" is now floating to an opening of over $121 million

The Little Mermaid grossed $30 million on Saturday, according to industry estimates, which is the same amount Disney's Aladdin grossed on a Saturday over Memorial Day weekend. The revised forecast for the Rob Marshall-directed musical is now $97-98 million for three days and $121-123 million for four days.

Despite the drop in revenue, that's not a bad result. This is what happens when the industry forecasts a four-day weekend. The "Little Mermaid" is currently exactly in the range of the expected income.

We've learned that The Little Mermaid has had the largest global advertising campaign to date for a Disney-branded live-action title (not Lucasfilm or the Marvel Cinematic Universe), estimated to be worth $80 million .

Although there was no automotive partner, as is usual with a Marvel film, Disney had numerous advertising partners:

- McDonald's launched a Happy Meal program supported by an "Under the Sea" theme.

- HSN and Disney partnered with Regal to create the first-of-its-kind augmented reality experience for a collector's ticket, accompanied by a two-hour special.

- Mattel has broken new ground in creating doll hair to represent Ariel's hair. The product was so popular that the pre-sale via social media sold out within 24 hours and was ranked as the best-selling doll on various platforms. Additionally, eight puppets were developed to support the launch of the black mothers influencer campaign and a global partnership was created to develop a bespoke TV spot.

- BOOKING.COM created a bespoke listing for the ultimate "Little Mermaid" experience, bringing the aesthetic vibe of the sea to a home in the countryside.

- ULTA teamed up with two beauty brands for the first time, including Black Girl Sunscreen and Pacifica, creating a licensed collection of beauty products inspired by the film. Separately, Gelish created 36 nail colors inspired by the film, with over 250,000 bottles available worldwide, and a bespoke spot was shown in Times Square.

- Kellogg's drew attention in nearly 4,000 Walmart stores with exclusive "Mermazing Berry" packs inspired by the film. Movie ticket offers have also been printed on popular cereal packaging.

- Annie's created a limited edition snack and pasta product featuring Ariel on the box and a movie ticket offering on over 4.1 million packs.