In this week’s edition of this Variety Movie Commercial Tracker, driven by the TV marketing attention analytics firm, DreamWorks Animation maintains the top spot in spending “How to Train Your Dragon: The Hidden World.”

Ads placed for the dream movie had an estimated press worth of $7.98 million during Sunday to get 1,599 national advertisement airings on 56 networks. (Pay amounts are based on estimates made from Feb. 4-10. Estimates might be upgraded following the graph is posted as new info becomes available.) DreamWorks Animation prioritized spend across networks such as CBS, NBC and ABC, and throughout programming like the 61st Annual Grammy Awards, NBA Basketball and”The Fantastic Doctor.”

Just behind”How to Train Your Dragon: The Hidden World” in 2nd place: Twentieth Century Fox’s”Alita: Battle Angel,” which watched 1,140 national advertising airings across 41 networks, using an estimated media worth of $4.53 million.

It totally breaks my Viking-heritaged, geeky little dragon-lovin’ guts to need to mention this, because I love the initial two How to Train Your Dragon films , but this third person, The Hidden World? It is not too great.

That is not to say that it is quite poor , possibly. In certain ways, it is worse than this: it is forgettable. Like, immediately forgettable. (Perhaps the concealed world is… too concealed?) I moved to write this review after seeing the movie once and that I was completely stumped, since I could hardly remember something about it only a couple of days after. I went to view it again, and once more, only a couple of days after, it is a blur of… nothing.

It might be the understatement of my 21-year profession in film criticism to state I’m frustrated an animated series that’s been a glorious exploration of motive violence, of individual partnership with the organic world, and of course dragons — so many amazing dragons!

In The Hidden World, he’s leader of the southern village of Berk, which, we could clearly see, he’s transformed into a kingdom of human-dragon friendship and cooperation. It is a fun spot! However, Hiccup’s planet is pretty near being as appropriate as it could be.

Hiccup decides that the folks of Berk must embark upon a quest to conserve dragonkind from Grimmel by discovering the mythical dragon refuge, that concealed universe, for the beasts to hide themselves . It is not very clear how Grimmel is the existential threat which the film makes him out to be, but good: We are supposed to realize that what that Hiccup was constructing and working toward within the preceding films is jeopardized, for hiding the dragons away signifies the conclusion of this human-dragon symbiosis he had endangered.

Nevertheless the stakes feel really low, and Hiccup’s odyssey is somewhat incoherent and instead slapped together. The true plot meant to lead to the salvation of dragons would be a great deal of faff where his buddies goof around and wisecrack in the very same ways they have been performing over the previous two films — they haven’t grown like Hiccup has — and also where Hiccup’s, dragon, Toothless, has himself a girlfriend. But the sudden appearance of some other Night Fury — Toothless was assumed to be the previous one — contributes to more than a gentle comedy because this monster, crazy and superbly all-white compared to Toothless’s jet-blackness, mostly only watches with bemusement his wildest efforts to woo her.

Regrettably, not only is The Hidden World not relating to this concealed world — it hardly seems — it is not about a lot of anything else, either. Sure, Hiccup’s world looks touchably stunning — view this in IMAX should you would like watch it all — and there is certainly nothing offensive . The series’ themes of nonviolence and cautious individual stewardship of nature are still here, and Hiccup stays the type of hero the huge screen sees far a lot ofhe’s a fantastic illustration of nontoxic masculinity. However, his final experience is overlooking the spark others had… and it is a dire lack. I’m quite sorry to say it resembles a fantastic thing which this franchise has been finished.