Sony, MGM, EON Productions’ James Bond thriller has set several new benchmarks in the wake of its release in the world’s second biggest market.

SPECTRE

Spectre’s estimated $48.1m delivered the biggest Friday-Sunday debut for a 2D US film as well as the biggest opening three days for any 2D US film.

Friday’s estimated $15m opening day was also a new record in the market for a 2D US release, a November opening day, a James Bond opening day and a Sony opening day.

The weekend haul is days away from overtaking the $59m final tally of 007 franchise predecessor Skyfall in 2012.

The result was driven by a concerted marketing push. In the week leading up to release Daniel Craig, Léa Seydoux and producer Barbara Broccoli attended a publicity tour that included a visit to an Apple Store and a Q&A with Seydoux and Broccoli that was streamed to more than 23m people.

Craig joined Alibaba founder Jack Ma in a live national broadcast to kick off Singles Day, the country’s biggest online shopping day, which was seen by more than 500m people.

An upcoming episode of Day Day Up airing on November 20 will be devoted entirely to Spectre, marking what Sony said would be the first time a on-Chinese film has been the theme of the show regularly viewed by more than 70m on television and more online.

Digital partners in China have included promotions with WeChat, Weibo and 1905.

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