Even though Disney made a big marketing push with the rerelease of their superhero blockbuster, Avengers: Endgame this weekend, it still lags by $26 million behind the box office record set by “Avatar” a decade ago in 2009.
The new rerelease tried to pull in more viewers by putting in a special tribute to Stan Lee, a deleted scene the Hulk, as well as a teaser for “Spider-Man: Far From Home”. Marvel Studios managed to earn an estimated $5.5 million in domestic and $2.3 million in the foreign box office, but this still wasn’t enough to dethrone “Avatar”.
Senior media analyst at Comscore, Paul Dergarabedian, said that this is an: “Impressive feat given that the film, now in its tenth weekend, has already been seen by just about everyone on the planet.”
At first, it seemed like the additional content would entice a lot of fans to go see the movie in theatres again, but it is now obvious that the tacked on six minutes of additional – and irrelevant – footage just isn’t enough to get them fired up.
Posts on social media point to fans not caring enough to sit through the movie – which lasts for over three hours – again, with many of them commenting that they are waiting for the BluRay release to see if Marvel will include more deleted scenes and extra content.
If the scenes had been compiled into some sort of Director’s Cut or Extended Edition, no doubt that more fans would flock to movie theatres to rewatch it, but this rerelease just seems like an obvious and lazy attempt at breaking the record of a decade-old movie.