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'Avengers' Smashes Box-Office Records: Experts Weigh In
MTV ^ | 05/07/2012 | Fallon Prinzivalli

Posted on 05/07/2012 12:32:37 PM PDT by SeekAndFind

It's safe to say that everyone expected Marvel's "The Avengers" to smash the box office when it opened in U.S. theaters this weekend, but no one could foresee just how many records it would break.

According to Deadline Hollywood, the Joss Whedon-directed film grossed more than $207 million domestically this weekend, blasting away the "Harry Potter and the Deathly Hallows, Part 2" record of $169 million. The film now also holds the #1 spot for highest Saturday gross of all time with a whopping $69.7 million made in a single day.

"We are really in uncharted territory now with an opening like this," Phil Contrino of BoxOffice.com told MTV News.

With "Avengers" exceeding fan and critic expectations, is the film poised to break any other records? Box Office Guru editor Gitesh Pandya predicts some hefty numbers. "It also broke the speed record for hitting $200 million, doing it in a mere three days, beating a trio of past hits that did it in five days," he said. "And I project it will become the fastest film in history to smash the $1 billion global box-office mark, doing it in about 20 days or so. 'Avengers' just might end up becoming the highest-grossing non-James Cameron film ever."

Exhibitor Relations' Jeff Bock agrees, saying, "[It] will likely take down many of 'The Dark Knight' and 'Deathly Hallows, Part 2' [records], including best first-week gross and fastest to $300 million."

But with such huge numbers in the beginning, there's a chance the film could drastically drop in weeks to come. "I don't think it can possibly manage to drop only 55-60 percent like most summer blockbusters, but if it does then it could very well challenge the $533.3 million domestic gross of 'The Dark Knight,' " Contrino said. "I don't think it will catch 'Titanic' or 'Avatar' domestically, but I wouldn't completely rule it out either. It all depends on how much repeat business it gets."

Pandya agrees that "Avengers" will have a sizable drop in its second weekend in theaters. "We won't see 'Titanic' or 'Avatar'-type legs here, but a final domestic gross of more than $450 million seems likely."

Bock is a little more optimistic, putting the overall domestic tally at $500 million. "As reviews have been through the roof, it will definitely benefit from repeat viewings," he said. " 'The Avengers' success is now the model by which all comic book franchises will now be judged. This certainly played out like a sequel, because it was built like one. In fact, this was a super-sequel arriving with the most built-in buzz in the history of modern-day cinema."

Contrino credits the buzz to Disney's incredible campaign to market the film. "They combined traditional marketing — TV spots, trailers — with plenty of outreach on Facebook and Twitter. Marketers will be studying this for years to come."

But marketing departments won't be the only teams studying up on Disney and Marvel's success. Bock believes DC Comics should be taking some notes. "Marvel maneuvered their characters like Bobby Fischer moved chess pieces — always thinking of the next move," he said.

"This was Marvel's master plan from the beginning and it turned into a master class. If DC can eventually get all their universe straightened out, there is no reason a Justice League movie couldn't blow up the box office like Marvel's 'Avengers' did."

Pandya agrees, crediting the success in part to the directors. "Other studios should learn to trust big franchises in the hands of talented directors and to keep fans engaged throughout the process so they feel like they are part of the team," he said. "Give audiences a solid piece of entertainment and they will reward you back with huge bags of cash."


TOPICS: Business/Economy; Music/Entertainment; Society; TV/Movies
KEYWORDS: avengers; boxoffice; movie
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1 posted on 05/07/2012 12:32:42 PM PDT by SeekAndFind
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To: SeekAndFind

Is it just me, or did the Hulk steal the show?

I was never a fan of the Hulk - but he had me laughing until my sides hurt.


2 posted on 05/07/2012 12:36:28 PM PDT by Hodar ( Who needs laws; when this FEELS so right?)
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To: SeekAndFind

The Avengers is a movie with an appeal to people in their late teens to early twenties. That group is supposed to be largely unemployed and in serious debt, yet they coughed up over $200 million on this movie. Go figure!


3 posted on 05/07/2012 12:37:06 PM PDT by MIchaelTArchangel (Da Bro' Gotsta Go!)
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To: MIchaelTArchangel

I’m certainly outside that demographic but I’m going to go see it in a week or two once the erly crowds thin out.


4 posted on 05/07/2012 12:38:54 PM PDT by pgkdan (ANYBODY BUT OBAMA!)
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To: SeekAndFind

The world has gone mad.


5 posted on 05/07/2012 12:39:06 PM PDT by yetidog
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To: SeekAndFind

I wonder if the gang from ‘The Big Bang Theory’ are going to like it.


6 posted on 05/07/2012 12:39:45 PM PDT by pgkdan (ANYBODY BUT OBAMA!)
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To: Hodar

The Hulk really did have some of the best scenes, but I think pretty much everyone had an opportunity to shine.

I thought it was a great flick overall. Great action, great lines, great effects.


7 posted on 05/07/2012 12:45:09 PM PDT by drbuzzard (different league)
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To: pgkdan
The Avengers is a movie with an appeal to people in their late teens to early twenties.

Most of us grew up with these characters...many of them started out in the early sixties; but Captain America goes all the way back to 1941.

8 posted on 05/07/2012 12:46:00 PM PDT by who knows what evil? (G-d saved more animals than people on the ark...www.siameserescue.org.)
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To: SeekAndFind

Saw it and enjoyed it a lot. But I had misgivings because three of the big stars are “Conservatives Are Racists” lunatic leftists (Jackson, Ruffalo and Johannson).


9 posted on 05/07/2012 12:50:01 PM PDT by pogo101
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To: who knows what evil?

You have to love the sheer gall of bringing back a superhero that is so unabashedly God Fearing and Stars and Stripes wavingly American.


10 posted on 05/07/2012 12:51:04 PM PDT by Sirius Lee (When we cease to be good we'll cease to be great. Be for Goode.)
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To: SeekAndFind
Fallon Prinzivalli

That, the author's name, I find more interesting than any article about a Hollywood entertainment vehicle. Sorry.

11 posted on 05/07/2012 12:53:56 PM PDT by Revolting cat! (Let us prey!)
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To: yetidog

It was a great movie. Simple as that, no madness involved.


12 posted on 05/07/2012 12:55:10 PM PDT by Black_Shark
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To: MIchaelTArchangel

There’s a major chunk of the comic book demographic in the 30-45 range. And really movie are $10, even broke people can usually find a way to scrape up $10, especially for a movie they’ve been looking for to seeing for years.


13 posted on 05/07/2012 1:04:26 PM PDT by discostu (I did it 35 minutes ago)
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To: SeekAndFind

“Like” this post if you saw Marvel’s The Avengers more than once this weekend!

“You and 25,101 other people like this post.”

‘nuff said.


14 posted on 05/07/2012 1:05:16 PM PDT by Ingtar ("As the light begins to fade in the city on the hill")
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To: Sirius Lee
AMEN!

Not only was he just a good old American hero, even the Hulk and Thor (who, it was pointed out, was A god, not THE God) were positive role models for young boys (and did the young boys in nearby seats love them!).

Let's hope this catches on.

15 posted on 05/07/2012 1:06:44 PM PDT by Aevery_Freeman (Typed using <FONT STYLE=SARCASM> unless otherwise noted)
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To: SeekAndFind

Joss Whedon? From Firefly?

I’m IN!!!


16 posted on 05/07/2012 1:16:39 PM PDT by cuban leaf (Were doomed! Details at eleven.)
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To: pgkdan

Flash isn’t in it, so I’m not sure.


17 posted on 05/07/2012 1:17:15 PM PDT by EEGator
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To: SeekAndFind

Meh....These are the "real" Avengers.

18 posted on 05/07/2012 1:17:58 PM PDT by dfwgator (Don't wake up in a roadside ditch. Get rid of Romney.)
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To: MIchaelTArchangel
The Avengers is a movie with an appeal to people in their late teens to early twenties. That group is supposed to be largely unemployed and in serious debt, yet they coughed up over $200 million on this movie. Go figure!

The worse times are, the more popular "cheap" entertainment becomes. High end beer/liquor sales go up, and cosmetic sales increase, because these are relatively cheap ways to treat yourself.

And yes, going to a movie is cheap compared to going on vacation. So, while you can't afford $1,000+ to go on a family vacation, maybe you can afford $100 to take the family to a movie. And, Avengers hits the perfect niche, in that it is a movie everyone in the family (Mom, Dad, and kids) can enjoy at some level.

19 posted on 05/07/2012 1:19:31 PM PDT by Brookhaven (Don't mistake my vote for Romney as a vote FOR Romney, it's a vote against Obama.)
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To: cuban leaf
He could use some of that money for a second season of Firefly.
20 posted on 05/07/2012 1:19:48 PM PDT by Carpe Cerevisi
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