“Guardians of the Galaxy Vol. 3” kicked off summer movie season with $114 million at the domestic box office, falling short of expectations while still landing the second-biggest debut …
trilogy, it’s going to be less about the opening weekend — and all about the hold. That’s industry parlance for how sharply a movie’s ticket sales fall in their subsequent weekends of theatrical release.
The issue is that pandemic-era films in Disney’s Marvel Cinematic Universe have suffered from a momentum problem at the box office. Recent installments started strong, only to quickly run out of steam. “Ant-Man and the Wasp: Quantumania,” in particular,of $106 million. Ticket sales for Paul Rudd’s third standalone adventure cratered by 70% in its second weekend, continuing a worrying trend from “Doctor Strange in the Multiverse of Madness” and “Thor: Love and Thunder” .
“The good news is that ‘Vol. 3’ is generating very positive word of mouth,” says Shawn Robbins, the chief analyst at Box Office Pro. “That could help stretch its staying power to be longer than those of ‘Quantumania’ and last summer’s frontloaded Marvel films.” While that’s true , Marvel movies are held to higher standards. That’s in part because they’re expensive to make and market — “Guardians of the Galaxy 3” cost $250 million to produce and roughly $100 million to promote — and because they’re reliably among the highest grossing movies of the year. Disney has been pumping out around three theatrical tentpoles a year, not including the many interconnected television series on Disney+, to meet the demand from fans for more, more, more superheroes.
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