Marvel re-releases ‘Avengers’ as box office record looms

Agence France-Presse . Los Angeles | Published: 00:00, Jun 27,2019

 
 

A poster of Avengers: Endgame.

Marvel announced plans Tuesday to re-release ‘Avengers: Endgame’ with bonus material in theaters, as the summer’s biggest blockbuster drew agonizingly close to breaking the global box office record.
‘Endgame’ has pulled in $2.749 billion around the world, according to industry watcher Exhibitor Relations -- the second-highest haul of all time, trailing James Cameron’s ‘Avatar’ by around $40 million.
But from Friday, Marvel hopes to entice die-hard fans back into theaters for one last viewing of ‘Endgame’ with an ‘unfinished deleted scene’ and a new video introduction by director Anthony Russo.
Fans attending what Marvel is calling the ‘Bring Back event’ at specific US cinemas will also receive limited-edition Avengers artwork -- a statement on the company’s website announcing the move featured a poster with Tony Stark’s catchphrase ‘We Love You 3000.’
‘If they can get this re-release going and get enough interest and have it out there long enough, who knows -- maybe it can get there,’ said Comscore’s Paul Dergarabedian, referring to the ‘Avatar’ record.
But the publicity from the re-release would also help to promote next month’s release of ‘Spider-Man: Far From Home,’ he added.
The latest Spider-Man film is a collaboration between rival studios Sony and Disney-owned Marvel, and picks up the story after the events of ‘Endgame.’ 
A ‘special sneak peek’ of the film will also be included in the ‘Endgame’ re-release.
‘This just keeps that Marvel magic going in so many ways,’ said Dergarabedian.
Despite the buzz among Marvel fans about the re-release of its biggest hit, ‘Endgame’ has in fact never been out of theaters -- it was still playing in 985 locations across North America at the weekend, earning another $2 million.
It already holds the record for the highest opening weekend, both in North America and globally. 
But the chances of ‘Endgame’ breaking the North American all-time box office record appear slimmer -- it still trails ‘Star Wars: The Force Awakens’ by more than $100 million domestically.

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