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 "Endgame" generated an unprecedented $350 million in the United
States and Canada from Thursday night through Sunday, according
to Disney estimates. The three-hour action spectacle that
revealed the fates of Iron Man, Thor and other popular
comic-book heroes also made history in China, Brazil, France,
Egypt, South Africa and 38 other markets.
GRAPHIC: Avengers: Endgame - https://tmsnrt.rs/2DxI2Q1
In China, the world's second-largest movie market, "Endgame"
collected $330.5 million since its debut on Wednesday.
The historic weekend helps put Disney on course for what
analysts say looks like an unparalleled year. The company is set
to release "The Lion King," "Toy Story 4" and several other
potential blockbusters in the coming months.
"Endgame" is unique because it is the culmination of a story
told in 22 Marvel Studios films that have drawn crowds to
cinemas for a decade.
Audiences "have proven over and over again that they care about
these characters," said Cathleen Taff, Disney's head of
theatrical distribution. "I think they wanted to see how this
epic story resolves itself."
"Endgame" stars Robert Downey Jr., Chris Hemsworth, Scarlett
Johansson and others as a group of superheroes battling the
villain Thanos, played by Josh Brolin.
Just days ago, the movie industry was divided on whether
"Endgame" had a shot at hitting $300 million in the domestic
market. The movie blew past that level and landed far above the
previous record of $257.7 million set a year ago by "Avengers:
Infinity War."
That film ended with a cliffhanger in which many heroes appeared
to turn to dust, stoking anticipation for "Endgame."
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To meet demand, theaters added showtimes and sold out shows at odd
hours such as 7 a.m. AMC Entertainment, operators of the world's
largest theater chain, kept some locations open for 72 hours
straight to keep running "Endgame."
Even the lofty estimates from box office prognosticators proved too
low.
"What we didn't count on is that fans would show up happily at three
in the morning for a three-hour movie," said Paul Dergarabedian,
senior media analyst at measurement company Comscore. "We are in
completely uncharted territory here."
"Endgame" proved to be a global cultural phenomenon.
A sign at a London subway station urged riders not to talk about the
movie's plot so they would not spoil it for others, according to a
photo posted on Twitter by Disney Chief Executive Bob Iger.
Some fans in China paid more than 500 yuan, or $74.14, for "Endgame"
tickets on the gray market, far more than the average 60 yuan
average price at cinemas nationwide.
In Hollywood, Susan Macias, 44, watched all 22 Marvel films at the
historic El Capitan Theatre in a sold-out marathon that concluded
with "Endgame."
"It was well worth the three days of being in there," Macias said
afterward. "I'm just full of emotions."
(Reporting by Lisa Richwine; Editing by Lisa Shumaker and Bill Trott)
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