Avengers: Endgame to re-release as box office record looms

26 Jun 2019 / 13:59 H.

MARVEL announced plans On June 25 to re-release Avengers: Endgame with bonus material in theaters, as the summer’s biggest blockbuster drew agonizingly close to breaking the global box office record.

Endgame has pulled in US$2.749 billion around the world, according to industry watcher Exhibitor Relations – the second-highest haul of all time, trailing James Cameron’s Avatar by around US$40 million.

But from June 28, Marvel hopes to entice die-hard fans back into theaters for one last viewing of Endgame with an “unfinished deleted scene” and a new video introduction by director Anthony Russo.

In Malaysia, participating cinemas will be holding a “Bring Back Event” on June 29 onwards for Avengers: Endgame and fans can enjoy the same “unfinished deleted scene” and introduction by Russo.

There will also be a special sneak peek of the upcoming Marvel Studio’s Spider-Man: Far From Home.

Fans attending the “Bring Back event” at specific US cinemas will also receive limited-edition Avengers artwork – a statement on the company’s website announcing the move featured a poster with Tony Stark’s catchphrase “We Love You 3000.”

“If they can get this re-release going and get enough interest and have it out there long enough, who knows – maybe it can get there,“ said Comscore’s Paul Dergarabedian, referring to the Avatar record.

But the publicity from the re-release would also help to promote next month’s release of Spider-Man: Far From Home, he added.

The latest Spider-Man film is a collaboration between rival studios Sony and Disney-owned Marvel, and picks up the story after the events of “Endgame.”

Despite the buzz among Marvel fans about the re-release of its biggest hit, Endgame has in fact never been out of theaters – it was still playing in 985 locations across North America at the weekend, earning another US$2 million.

It already holds the record for the highest opening weekend, both in North America and globally.

But the chances of Endgame breaking the North American all-time box office record appear slimmer – it still trails Star Wars: The Force Awakens by more than US$100 million domestically.-AFP

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