Fans arrive for a costume contest before the first screening of ‘Avengers: Endgame’ at the TCL Chinese Theatre in Hollywood. PHOTO:FREDERIC J. BROWN/AGENCE FRANCE-PRESSE/GETTY IMAGES
Walt Disney’s movie, ‘Avengers: Endgame’ changed Hollywood’s opening history through a record $1.2 billion hit in the first five days. The record was set mainly in Canada and the US where about $350 million was collected. The superhero movie noted increased demand across China due to interconnected Marvel studio superheroes who have set Walt Disney on a winning streak for over a decade. The hit is currently 18th on the box-office chart and could break Avatar’s record of $2.79 billion in 2009. Markedly, the Chinese market has already garnered $331 million so far almost beating “The Fate of the Furious” record. Box-office has capitalized on international market receipts as the outside markets always account for most of the total gross.
Marvel superheroes have triggered one of the most admired sectors in entertainment. The movie business is mainly driven by character marketing. The superheroes are viewed as family among their fans in the global market. The success of Walt Disney's marketing of the series since 2008 has created one of the biggest market shares through customer engagement and creating value through what people want. With the opening weekend of the Endgame receiving an A+ rating from its fan base, the movie story provides competing studios such as Universal Pictures with critical marketing strategies, especially targeting the international arena through different products (Kotler & Armstrong, 2010). The release was prompted through incredible marketing and promotional campaigns with millions paid on advertising through social media and other channels. Therefore, the film is relevant in the studies on the role of e-marketing communication in business.
https://www.wsj.com/articles/avengers-endgame-pulverizes-box-office-records-with-1-2-billion-debut-11556467711
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