Did Avengers: Endgame cheat its way to the highest grossing film spot?
Avengers: Endgame has done it, it now stands as the highest grossing movie of all time, surpassing Avatar’s $2.7897 billion. But was it done fairly?
Every Marvel fan wanted it to happen. The fight to dethrone James Cameron’s Avatar as the highest grossing movie of all time. During the recent Comic Con, many things were announced, the dethroning and ‘A LOT’ of other juicy Marvel details.
Marvel chief, Kevin Feige announced the news in San Diego at the Con. “A huge congratulations to the Marvel Studios and Walt Disney Studios teams, and thank you to the fans around the world who lifted Avengers: Endgame to these historic heights," Disney Studios co-chairman and chief creative officer Alan Horn said in a statement.
Endgame’s global gross was just behind Avatar, only half a million dollars in fact. This number has now been surpassed thanks to the weekend sales.
The question is though, was it fair?
We’re talking about the re-release of Endgame. This is a genius move that only Marvel could get away with. Few other franchises can lure in fans ‘AGAIN’ with just a little extra footage at the end of the movie.
Thanks to Marvel’s reputation for post-credit scenes however, and the guilt and confusion you feel for missing a single one, people of course went to these re-releases to get the extra Marvel lore they always crave.
Titanic, the third highest grossing film, was also re-released, though this was in celebration of its 20th birthday, and no post-credit scenes were added. It was more a celebration of the movie than anything else.
Avatar also had a re-release, though again this wasn’t to dethrone anyone (the film was already top dog by then).
Avatar’s re-release came eight months after its cinematic debut, compared to Endgame’s re-release which was just a few months. Avatar’s re-release gave fans an extra nine minutes of content, costing around $1 million a minute, it was a costly move, but one that still raked in $33.2 million.
Marvel’s re-release timed up oh so nicely with the new Spider-Man film coming out, again making fans want that post-credit goodness that bit more.
The unique ability of Marvel and its MCU to make fans watch entire movies just for that little bit of lore at the end is perhaps an unfair advantage to its overall cinematic success.
Hey, it still worked and the Russo brothers are pumped about it.