Avengers: Endgame unable to dethrone Avatar

Avengers: Endgame

Back in April, Avengers: Endgame stormed out of the gate, earning $2 billion at the box office in only 12 days. At that point, the notion wasn’t if they’d surpass “Avatar” for the all-time box office record, but when.

Fast forward to the final leg of Endgame’s theatrical run, the Marvel Studios epic came into this past weekend trailing behind “Avatar” by just over $44 million. Disney, in an attempt to entice movie-goers back for another round, released an extended edition this past weekend, which included a post-credit tribute to Stan Lee, a deleted scene featuring the Hulk, and a clip from the next upcoming Marvel Studios film, Spider-Man: Far From Home. Sadly, it seems the Avengers will be destined to finish second, as they still currently trail “Avatar” by over $25 million after taking the re-release weekend box office into account.

The extended release was confirmed by Marvel Studios President Kevin Feige, just two weeks prior at the London press junket for Spider-Man: Far From Home. Whether the motivation of this release was to drum up additional hype for Spider-Man, promote the reveal of the home video release date, or to shoot for the all-time record is anyone’s guess, but it’s probably all of the above.

Still, getting this close to Avatar’s record is admirable, considering Avatar’s total release lasted 34 weeks (vs. “Endgame’s” current 10 weeks), that of which was against very light competition for most of the run. I don’t think anyone at Disney is seeing this as anything but an absolute win. Also, in the end, Disney owns it all anyway, and as for records, adjusted for inflation “Gone With The Wind” still does laps around everyone. So, frankly my dears, we shouldn’t give a damn about records.

Avengers: Endgame extended edition is in theaters now for a limited time. Avengers: Endgame releases on Digital July 30, and on Blu-ray August 13. Spider-man: Far From Home premieres in theaters on July 2.

Sources: Box Office Mojo

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