Most specifically, the studio believes that sports fans are the most interested in going to see Alien: Covenant.
Which makes it all the more disappointing that Fox didn’t create an advert depicting LeBron James trying to dribble past a Xenomorph.
It’s also worthwhile to note that $5.29 million of this advertising amount was spent just this week alone, as Fox look to amp up excitement and anticipation ahead of Alien Covenant’s release this coming Friday.
This is why a hefty amount of the budget was spent on advertisements that will air during NBA games.