Box Office: How Disney sold both "Avengers: Infinity War" and "Avengers: Endgame" as MCU Finals

Marketing was about as mysterious as usual for major MCU films, and they absolutely counted on MCU's nostalgia for both marketing itself and the entertainment press. The war of Infinity opened around the tenth anniversary of Iron Man was a pastime to indulge in the nostalgia of the MCU which only accentuated the feeling of " We can end tonight! from all the company. Just or not, this hook was essential to differentiate the war from Infinity from Age of Ultron this sequel having won less in North America than The Avengers ( a sad, shameful ($ 459 million domestic) at least in part because it was simply sold as "Oh, another movie Avengers ".

But when the movie started, we all realized that, relatively speaking, we had been cheated. Infinity War was not the end of the end, but simply the beginning of the end. Spoilers for those who click on it without having seen last year Avengers but the film ends on the biggest cinematographic cliffhanger since, I do not know, this mail of Western Union arrived in a pouring rain to deliver a parcel to Marty McFly (I still have shivers in this scene). what was sold as Steven Rogers and the Deathly Hallows Part II was actually Steven Rogers and the Deathly Hallows Part I . It was a harmless white lie, which the public clearly did not mind because the film did not sink like a stone after the opening weekend of $ 258 million.

So, a year later, with $ 2.048 billion in global gross revenues, including $ 679 million, how would Disney sell what would be Avengers: Endgame ? First, most of the marketing was concentrated on the first 30 minutes of the film, with a cone of total silence regarding everything that was going on in the movie. They had an advantage since the cliffhanger (Thanos kills half of the universe) divided so much that everyone knew what would be the next movie (stop Thanos and undo the cliche). The things they could forget about marketing were the "how", the "when" and the "why" of it all. But they still had to sell this end of season / end of era as the end of the story, even if they had played this card a little last time.

Well, to some extent, Disney and Marvel just played that card. same card a second time (finality of the franchise and nostalgia of the franchise), knowing that the fans and the public in general would not be boring as long as the film would be good and delivered to the finality promised the last time. Moreover, and this is the essential distinction, they sold Avengers: Endgame as the end of the series, not for the Marvel Cinematic universe, but for Steve Rogers, Tony Stark, Thor, Black Widow and Hawkeye (they kept Bruce Banner mainly hidden in marketing, for reasons appeared around 30 minutes), or most of the original Avengers. And, yes, the film provided various degrees of finality to the original lot of Earth's Mightiest Heroes, so it was a true sale this time around.

The sale of a "Part 1 of 2" film as a glorified finale was a calculated risk, which presumed that the cliffhanger would not disturb the audience and / or would not give them the impression of being deceived. That said, most episodes of the "Part 2" of the popular movies of "Part 1" ( Harry Potter and the Deathly Hallows, Part I The Twilight Saga: Breaking Dawn, Part II etc.) is fine. If the public did not like Infinity War AND that, at the same time, it made fun of baits, then you risk a Hunger Games: Mockingjay part 2 or Matrix Revolutions situation. But Infinity War warts and everything, worked for the general public and the fans. And The final phase remained faithful to the promised purpose. As a result, Marvel and Disney successfully sold both films as "the end of all things" and got a final bang twice.

The most impressive statistic of the opening weekend of was $ 357.1. million starts was a bigger jump from Infinity War to the $ 258 million launch we saw with Harry Potter 7.1 ($ 125 million) to Harry Potter 7.2 ($ 169 million) despite three-dimensional film conversions ( Harry Potter 7 played in 2D only). If Avengers: Endgame succeeds the inflation-corrected national totals of Avatar ($ 760 million in 2009 and 2010, adjusted to $ 877 million) or the grand totals unadjusted Avatar ($ 2.788 billion), this reflects the long and hard work devoted to the MCU brand to make the characters as popular as they were: Disney and Marvel were able to sell the last two films of Avengers as glorified Return of the Jedi finals .

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The Feats of Walt Disney Avengers: Endgame Reached $ 3,779 More … Millions of Dollars Wednesday, a decrease of 55% from last Wednesday and 34% from its $ 5.77 million recorded on Tuesday, which is better than Avengers: Infinity War (4,193 million dollars) day 20, down 40% from Tuesday) and The Avengers ($ 3.968 million day 20, down 37% from Wednesday), but a much larger drop in both cases compared to the previous Wednesday (-19% in (1945 and -30% in 2018 respectively) and a lower daily gross income. The end of the game earned less on the third Monday (day 18) that the 18th day of Black Panther less the third Tuesday (day 19) than Avengers: Infinity Wa r and now less on day 20 than Black Panther ($ 3.941 million), Infinity War ($ 4.194 million) and The Avengers ( $ 3.968 million).

That could be more of a problem (and not just a trivial nostalgic point of view for people like me) if Avengers: Endgame had not earned $ 738 million in the first 20 years days of his release. As has been noted here and there a few times in the past year, the chances that Endgame was lighter than Infinity War were, at best, thin, since 'there would always be some see it now' even beyond that of the last title 'end of end'. Speaking of which, I must once again congratulate Disney and Marvel on winning a series finale two times in a row by selling his last two films Avengers as a series "Everything Ends Here" (or at least season) final.

It is no secret that the project originally announced as The Avengers: Infinity War (Parts I) and Part II eventually become two "different" films with two somewhat autonomous titles. Whether it is the intention of every moment or the motivation of Disney by the comparative decline of Hunger Games for the two films of Mockingjay the line quickly became that of Avengers 4 ] would have a different title and it would be a film a little autonomous. And, yes, the marketing of Avengers: Infinity War completely played the game "All this leads to that!", A gimmick, with minor interpretations of the music theme of Avengers and the idea that everyone and his sister are mobilizing to defeat Thanos.

Marketing was about as mysterious as usual for the great MCU films, and they absolutely counted on the nostalgia of MCU, both marketing itself and the entertainment press. The war of Infinity opened around the tenth anniversary of Iron Man was a pastime to indulge in the nostalgia of the MCU which only accentuated the feeling of " We can end tonight! from all the company. Just or not, this hook was essential to differentiate the war from Infinity from Age of Ultron this sequel having won less in North America than The Avengers ( a sad, shameful ($ 459 million domestic) at least in part because it was simply sold as "Oh, another movie Avengers ".

But when the movie started, we all realized that, relatively speaking, we had been cheated. Infinity War was not the end of the end, but simply the beginning of the end. Spoilers for those who click on it without having seen last year Avengers but the film ends on the biggest cinematographic cliffhanger since, I do not know, this mail of Western Union arrived in a pouring rain to deliver a parcel to Marty McFly (I still have shivers in this scene). what was sold as Steven Rogers and the Deathly Hallows Part II was actually Steven Rogers and the Deathly Hallows Part I . It was a harmless white lie, which the public clearly did not mind because the film did not sink like a stone after its opening weekend of $ 258 million.

So, a year later, with $ 2.048 billion in gross world revenues, including $ 679 million, how would Disney sell what would be Avengers: Endgame ? First, most of the marketing was concentrated on the first 30 minutes of the film, with a cone of total silence regarding everything that was going on in the movie. They had an advantage since the cliffhanger (Thanos kills half of the universe) divided so much that everyone knew what would be the next movie (stop Thanos and undo the cliche). The things they could forget about marketing were the "how", the "when" and the "why" of it all. But they still had to sell this end of season / end of era as the end of the story, even if they had played this card a little last time.

Well, to some extent, Disney and Marvel just played that card. same card a second time (finality of the franchise and nostalgia of the franchise), knowing that the fans and the public in general would not be boring as long as the film would be good and delivered to the finality promised the last time. Moreover, and this is the essential distinction, they sold Avengers: Endgame as the end of the series, not for the Marvel Cinematic universe, but for Steve Rogers, Tony Stark, Thor, Black Widow and Hawkeye (they kept Bruce Banner mainly hidden in marketing, for reasons appeared around 30 minutes), or most of the original Avengers. And, yes, the film provided various degrees of finality to the original lot of Earth's Mightiest Heroes, so it was a true sale this time around.

The sale of a "Part 1 of 2" film as a glorified finale was a calculated risk, which presumed that the cliffhanger would not disturb the audience and / or would not give them the impression of being deceived. That said, most episodes of the "Part 2" of the popular movies of "Part 1" ( Harry Potter and the Deathly Hallows, Part I The Twilight Saga: Breaking Dawn, Part II etc.) is fine. If the public did not like Infinity War AND that, at the same time, it made fun of baits, then you risk a Hunger Games: Mockingjay part 2 or Matrix Revolutions situation. But Infinity War warts and everything, worked for the general public and the fans. And The final phase remained faithful to the promised purpose. As a result, Marvel and Disney successfully sold both films as "the end of all things" and got a final bang twice.

The most impressive statistic of the opening weekend of was $ 357.1. million starts was a bigger jump from Infinity War to the $ 258 million launch we saw with Harry Potter 7.1 ($ 125 million) to Harry Potter 7.2 ($ 169 million) despite three-dimensional film conversions ( Harry Potter 7 played in 2D only). If Avengers: Endgame succeeds the inflation-corrected national totals of Avatar ($ 760 million in 2009 and 2010, adjusted to $ 877 million) or the grand totals unadjusted Avatar ($ 2.788 billion), this reflects the long and hard work devoted to the MCU brand to make the characters as popular as they were: Disney and Marvel were able to sell the last two films of Avengers as glorified Return of the Jedi finals . They not only managed to get out of it, but they thrived because of the inconvenience. [ad_2]
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