Sunday, May 19, 2024

“Avengers: Endgame” Strategic Re-release to Beat “Avatar” at Box Office Pffts as Fans Deride New Included “Extras”


The plot to get “Avengers: Endgame” past “Avatar” on the all time box office list has gone south. It’s evaporated like the people in Theranos’s blip.

Marvel-Disney added a minute of extra footage to “Endgame” this weekend, plus a Stan Lee tribute, hoping to lure fans back into theaters. “Endgame” is around $40 million behind “Avatar” on the adjusted-for-inflation all time box office list.

But fans smelled a rat. The minute, according to a fan website, is not newsworthy. Plus. there were no additional scenes added to the credits. Indeed, there was no reason to go back and see “Endgame” a fifth or sixth time. All this stuff can be caught on the DVD.

“Endgame” made only $1.8 million last night. If the weekend take is only $5 million, Marvel would have to keep this up for the rest of the summer. But there will be diminishing returns. The $40 million may not be worth it.

As it is, “Endgame” is still $100 million behind “Star Wars: The Force Awakens” on the real all time list. So why bother? They’re both owned by the same company: Disney.

Plus, by next week Marvel fans will have moved over to “Spider Man: Far from Home” to get the next chapter in the ongoing saga of super heroes including what happened after Tony Stark’s funeral. It’s sort of amazing how Kevin Feige and the Marvel time have woven together all this stuff, even if it makes no sense in the history of comic books. In my day (which is long ago, in another galaxy) comic book super heroes rarely crossed over into other stories. Now they all know each other. It’s like “As the Marvel World Turns.” Good for Feige. (Maybe he got the idea from “Who Framed Roger Rabbit?”.)


Roger Friedman
Roger Friedman
Roger Friedman began his Showbiz411 column in April 2009 after 10 years with Fox News, where he created the Fox411 column. His movie reviews are carried by Rotten Tomatoes, and he is a member of both the movie and TV branches of the Critics Choice Awards. His articles have appeared in dozens of publications over the years including New York Magazine, where he wrote the Intelligencer column in the mid 90s and covered the OJ Simpson trial, and Fox News (when it wasn't so crazy) where he covered Michael Jackson. He is also the writer and co-producer of "Only the Strong Survive," a selection of the Cannes, Sundance, and Telluride Film festivals, directed by DA Pennebaker and Chris Hegedus.

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