Avengers Movie Sets Box-Office Records
May 6, 2012

As I think we all expected, Marvel’s The Avengers did very well this weekend, with an estimated $200.3 million in ticket sales. It’s been out overseas for 12 days now, bringing it to a total of $641.8 million so far. Disney’s press release points out these record-setting markers:

  • Highest-grossing domestic debut of all time (beating out the previous winner, Harry Potter and the Deathly Hallows — Part 2)
  • Fastest movie to reach $200 million domestically
  • Friday’s $80.5 million is the second highest single day take of all time
  • Saturday’s box office of $69.7 million is the highest Saturday take of all time; it also set a record for biggest Sunday
  • Biggest opening weekend of all time in Mexico, Brazil, Argentina, Ecuador, Peru, Central America, Bolivia, Hong Kong, Malaysia, New Zealand, and Philippines

Avengers movie still

Audience members really liked the movie, giving it an A+ CinemaScore. ICv2 points out that 40% of the audience was women, which “means that the movie was seen by a very large number of females.” The film cost $220 million, the most expensive Marvel Studios movie so far. I found this final line of the press release particularly telling:

Marvel’s The Avengers is the first Marvel Studios film to be marketed and distributed by The Walt Disney Studios.

Are they saying “we know how to do it best”? Or is this a way to make marketing feel better after they took some of the blame for the failure of John Carter?

5 Responses  
Jer writes:  

Or is this a way to make marketing feel better after they took some of the blame for the failure of John Carter?

Ha! Maybe just a way to remind shareholders that they really do know how to market a movie.

Still – it’s not like this one was that hard to market – at this point a lot of the audience was there to get the payoff that’s been building since the end-of-credits snippet at the end of Iron Man. Marvel’s been marketing this movie for years at this point. I’ll be curious to see if they can do it again like they’re suggesting with sequels to all of the movies “building” to a second Avengers movie.

And I’m not sure what Disney brought to the table with their marketing, since it didn’t seem that much different from the previous movies to me. I may live in a bubble though – maybe that’s not the case.

Johanna writes:  

This one struck me as being very comprehensive. I couldn’t find a TV channel or magazine that didn’t have Avengers mentions or ads.

Kris Larsen writes:  

Even this month’s “Lego Club Magazine” is chop-full of Avengers: front & back cover, inner back cover, 2 page mini comic, Lego Avengers building challenge — all in a small (31pp) magazine. I’m not sure if I have seen another property take up so much space int the Lego magazine.

More Thoughts on the Avengers Movie, Particularly Money » DVDs Worth Watching writes:  

[…] The Avengers continues setting box-office records. Last weekend, its second […]

Marvel’s The Avengers on Blu-ray » DVDs Worth Watching writes:  

[…] The Avengers is available on Blu-ray and DVD next Tuesday, September 25. Given just how many tickets this movie sold last summer, I’m pretty sure most of you have already seen it. So I’m not aiming to […]


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