The “Endgame” co-directors partly credited social media with creating an intense, global fear-of-missing-out among audiences, driving more people to want to see it in theaters as soon as possible.
The unprecedented global box office success of “Avengers: Endgame” was aBut it also, in a single weekend, encapsulated sweeping long-term changes in the movie business — one that is increasingly driven by global audiences, the rising power of social media, and multi-part movie franchises that act almost like TV shows for the big screen.The Disney/Marvel film delivered a record-shattering $1.22 billion in worldwide ticket sales during its opening weekend, including $356 million in the U.S.
“Endgame” is the culmination of 11 years of story lines in the Marvel Cinematic Universe and 21 prior movies featuring many of the world’s most popular heroes. The highly lucrative franchise has benefited from more than a decade of intense loyalty for the franchise among people who have gotten to know Iron Man/Tony Stark, Captain America/Steve Rogers, Thor and other characters over the course of the previous movies.
The film’s extraordinary success further validates the enduring appeal of cinema even in the age of streaming, the brothers said. People want to see the Marvel movies in theaters and experience the collective feeling they get from cheering for their favorite characters, the directors said. “It can feel a little like a rock concert,” Anthony Russo said.
The latest film also benefited from a global release strategy that made sure the film opened in nearly every country during the same week, including China, the world’s second largest box office market.
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