'Avengers 4' ends theatrical run in China with milestones

By Zhang Rui
0 Comment(s)Print E-mail China.org.cn, May 29, 2019
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A poster of "Avengers: Endgame" [Image courtesy of Marvel Studios]

Disney and Marvel's juggernaut superhero blockbuster "Avengers: Endgame" ended its theatrical run in Chinese cinemas on May 24 with a host of box office records and becoming the third highest-grossing film ever in domestic movie history.

It eventually took in 4.24 billion yuan (US$627.49 million) nationwide, making it the highest-grossing imported foreign film ever screened in China, China's box office tracking app Maoyan reported.

Though the film is already an unprecedented cultural phenomenon throughout the world, it didn't get any extension for continued screening in China. The normally term allowed is one month. However, if a film is considered a cultural phenomenon, particularly for a domestic production, the Chinese film authorities will extend the screening period to three months. The first three installments of "Avengers" got such extensions, but not this one.

"Avengers: Endgame" opened in China on April 24, a normal working day, and smashed more than 30 box office records in China, including the biggest presales, best single day and debut day gross, the biggest weekend gross, the biggest for IMAX cinemas in China and more. The improved figures, however, were partially due to a ticket price hike. Prices at some theaters soared to crazy heights, which caused much controversy that drew the attention of the film authorities. Nevertheless, the high price couldn't stop fans flocking to cinemas to bid farewell to their hero.

"Endgame" has grossed US$803 million in North America alone, and China is its second biggest overseas market. With the considerable help from China, the film so far has grossed US$2.68 billion worldwide, beating James Cameron's "Titanic" and only inches away from the world's number one champion "Avatar" also directed by Cameron that grossed US$2.79 billion nearly a decade ago, according to Boxofficemojo.com.

Directed by Anthony Russo and Joe Russo, "Avengers: Endgame" was purported to be the finale of the "Infinity Saga," a phrase Marvel Studios president Kevin Feige coined for the first 22 films in the Marvel Cinematic Universe released over the past decade, grossing a combined total of more than US$21.34 billion worldwide thus far, including the contribution by "Endgame."

The film that will immediately follow the storyline of "Endgame" is Sony-Marvel co-produced "Spider-Man: Far from Home," which will be released in North America on July 2 and in China possibly at end of June.

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