Here's one of the very smartest things about The Avengers that I read all weekend and surely a sign as to why it's handily smashed opening weekend box office records with its mighty $200 mil.
Perhaps people like The Avengers so much because it celebrates a triumph of branding. The Hulk reinforces his brand by blending together a sensitive, indie, yet still hunky Mark Ruffalo with a green, childlike, cartoonish embodiment of aggression that smashes things. Viewing the film is like watching Pepsi chat with McDonalds ironically about the inadequacies of Apple as Facebook dons a blue mask before ripping Nike's hammer away in a fit of pique."
-The Film Doctor
I haven't read this elsewhere but I think it's worth noting that this exact same weekend 10 years ago was also historic. Spider-Man (2002) was our first ever $100+ opening weekend. In ten short years the booty has practically doubled but in Spider-Man's defense they have raised ticket prices radically in that span of time. I liked The Avengers but the only way I'd see it again in theaters is if I can find a matinee 2D screening.
01 THE AVENGERS new $200.3 Review
02 THINK LIKE A MAN $8 (cum $73)
03 HUNGER GAMES $5.7 Review (cum $380.7... and suddenly looking far less likely to stay the #1 movie of the year)
04 THE LUCKY ONE $5.5 (cum $47.9)
05 THE PIRATES! $5.4 (cum $18.5)
06 FIVE YEAR ENGAGEMENT $5.1 (cum $19.2)
07 THE RAVEN $2.5 (cum $12)
08 SAFE $2.4 (cum. $12.8)
09 CHIMPANZEE $2.3 (cum. $23)
10 THREE STOOGES $1.8 (cum $39.6)
11 CABIN IN THE WOODS $1.5(cum. $38)
12 JOHN CARTER $1.3 Review (cum $75)
13 21 JUMP ST $1 Review (cum $133.9)
14 AMERICAN REUNION $.8 (cum $55.3)
15 THE BEST EXOTIC MARIGOLD HOTEL new $.7
What did you see over the weekend? I checked in at the The Bext Exotic Dame-Packed Hotel... which I'll write a little something about soon. If they were going for counterprogramming against The Avengers maybe they should have opened in more theaters? With Hotel's high per screen average and a weak showing for everything but the superheroes (and a strangely resurgent John Carter. What's going on there???), I bet they could have opened in the top ten. Then again, I assume Manhattan's very mobile elderly get out to the movies far more often than their counterparts elsewhere. It seems impossible but we may have been the youngest people in the theater.