'The Avengers' sets box office opening weekend record

Marvel’s four-year marketing campaign on behalf of The Avengers has paid off. On its opening weekend, the superhero movie not only earned an unprecedented $200.3 million (easily beating the $169.2 million earned last year by Harry Potter and the Deathly Hallows, Part 2), but it also set a few other records, including becoming the fastest movie ever to reach $100 million. Box Office Mojo also reports that The Avengers had the highest per-theater average ever for a wide release movie – a stunning $46,057 per screen.

In just three days, the film already has earned more money than Thor, Captain America: The First Avenger and The Incredible Hulk earned during their entire domestic runs. By next weekend, it should catch up with the two Iron Man movies.

That’s what a four-year build-up will get you. Every Marvel comic book movie since 2008 ended with what amounted to product placement for The Avengers, with Samuel L. Jackson as Nick Fury appearing in after-the-credit recruiting sequences for the super group he was assembling.

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    Eric Harrison reviewed movies and covered film for a decade for the Los Angeles Times and Houston Chronicle. His movie coverage continues here on InsideMovies.net. You also can read Eric's movie coverage geared to Houston, the nation's fourth largest city, on MovieHouston.com. Find out more at EricHarrison.org.
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