The numbers were thrown around soon after “
On one level, the $86.1 million for the
And the opening was lower than the $90 million-$100 million some expected (and a planet away from the $170 million-plus of
Still, the film’s performance is strong (it also has taken in $240 million overseas since opening in many major territories last weekend), leading to some useful lessons. Here’s a quick breakdown:
The Mickey Machine. Sure, Paramount,
Bridge to somewhere. Even though it has Joss Whedon and a cast that helped make it the biggest movie of 2012, the upcoming "Avengers" film could have been left twisting in the wind, what with the sequel not hitting theaters until the spring of 2015. The company needed a bridge. Thanks to "Iron Man 3" earlier in the year and
Speaking of Avengers ... In the years leading up to “The Avengers” last year,
Are the children leading them? "Thor: The Dark World" is the kind of movie that routinely gets put in the movies-for-young-males category. But should it be? According to figures released by Disney, 61% of the audience this past weekend was above the age of 25. And 32% of the audience was actually over 35. If that doesn't seem like a large percentage, consider this: Without that constituency, the movie would have opened to less than $60 million, a pretty clear failure.
Game of Loans. With the exception of the occasional Joss Whedon, Marvel hasn’t been known for picking tried-and-true creators for the director's chair, as this astute story pointed out. But often the studio’s choices were at least people with directing experience (see:
Fall follies? November was in fact a risky month to open this film. Yes, the tried-and-true franchises such as "Harry Potter" and "Twilight" have found success, but there hasn't been a pure live-action superhero movie to open in November since the genre's resurgence began last decade. Yet "Thor" proved November could work. With this past summer proving a tough time for many tent poles, the release strategy indicates an alternative -- if the right weapon-wielding heroes are involved, at least.