Skip to comments.'Avengers' Smashes Box-Office Records: Experts Weigh In
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."
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.
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!
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.
The world has gone mad.
I wonder if the gang from ‘The Big Bang Theory’ are going to like it.
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.
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.
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).
You have to love the sheer gall of bringing back a superhero that is so unabashedly God Fearing and Stars and Stripes wavingly American.
That, the author's name, I find more interesting than any article about a Hollywood entertainment vehicle. Sorry.
It was a great movie. Simple as that, no madness involved.
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.
Like this post if you saw Marvels The Avengers more than once this weekend!
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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.
Joss Whedon? From Firefly?
Flash isn’t in it, so I’m not sure.
Meh....These are the "real" Avengers.
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.