year behind Disney's $53.5 million campaign for Cars. Warner Bros. made tie-in deals with General Mills, Burger King, Duracell, Pepsi, Doritos, Papa John's Pizza, 7-Eleven and Colgate. The film was also advertised with Red Bull Racing Formula One cars at the 2006 Monaco Grand Prix. David Coulthard managed to get the team's first top three finish that day; on the podium, he wore a Superman cape in celebration of his achievement. NASCAR Sprint Cup champion Jeff Gordon also sported the "Man of Steel" look by promoting the movie on his #24 Chevrolet Monte Carlo in the 2006 Pepsi 400 at Daytona International Speedway. Troy Bayliss appeared in promotional "Superman" leathers and sported a cape on the podium following a win and a 2nd place at the 2006 Brands Hatch Superbike World Championship round on his way to winning that year's championship. The National Geographic Channel released The Science of Superman on June 29, 2006: a television special that studied popular science analogies with the Superman mythos. Singer admitted at 2006 Comic-Con International that he was dissatisfied with the marketing and promotion. "A lot of people did their job, and a lot didn't". Box office Bryan Singer convinced Warner Bros. not to experiment with test screenings. In addition, Singer removed 15 minutes of footage from Superman Returns after showing it to some of his "trusted associates". The final theatrical time length ran at 154 minutes. Warner Bros. originally slated the movie for release on Friday, June 30, but moved it up to Wednesday, June 28. Superman Returns was released on June 28, 2006, in the United States and Canada in 4,065 theaters. During its opening day, it earned $21 million, becoming the eighth-highest Wednesday opening day and the second-highest for a superhero film, behind Spider-Man 2. The film ranked at the top in its opening weekend, grossing $52.5 million. With a total gross of $84.6 million, Superman Returns dethroned The Matrix Revolutions to have the biggest five-day Wednesday opening for a Warner Bros. film. Superman Returns: An IMAX 3D Experience was released simultaneously in 111 IMAX-format theatres worldwide, which included 20 minutes of converted 3D film material. It was the first Hollywood full-length live-action film to be released in this combined format. One of the key scenes Singer took out was "the Return to Krypton sequence". Ten million dollars was spent on this sequence alone, but it was deleted. Singer noted