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May 04, 2012
Assembling The Avengers: "The Avengers" Scores Eighth-Best Midnight Open EverTops for a superhero film, just barely edging out The Dark Knight. I saw it today. This isn't my review, this is just a post about the business/news side of it. At a 10:15 am show, a large theater was nearly 100% sold-out (and I think probably 100%). I got there ten minutes early and had to search for seats. You have to admire the business plan behind it all, and especially the execution. Like The Lord of the Rings, this is the sort of thing that sounds like a good idea... until you realize it automatically begins with a production budget of $200 million or more, and if it's not good, you eat most of that. So it's a risk. The upside is that major billion dollar franchises don't just grow on trees. And if you can invent one out of whole cloth, you're almost just printing money. And this all started because someone had the bright idea to do a little fan service in a post-credit segment at the end of Iron Man. And because Samuel L. Jackson's agents called the Marvel people looking for some kind of role in Iron Man (most likely, the Rhodey role, though it doesn't say here). Spider-Man had been indentured to Sony, and the X-Men and Fantastic Four were already at Fox, but the remaining roster of potential movie heroes was still plenty deep. First up: Iron Man, an alcoholic gazillionaire playboy who builds his own rocket-powered exoskeleton. Then there’s the Hulk, a brilliant scientist who turns into a massively strong, uncontrollable green monster. Oh, and Captain America—a supersoldier from World War II brought into the present—and Thor, a hammer-wielding Norse god with superpowers and family drama that makes the real housewives of Atlanta look like the Osmonds.... So, four years later, and they've cranked out five movies which turn out to be extended advertisements for yet another film. And all of them pretty good. (Captain America and Iron Man 2 a little disappointing, The Incredible Hulk surprisingly decent (though maybe I just like it because it's almost more about Captain America, who I like a lot, than the Hulk)). All of these guys were second-stringers in the comic books, and virtually unknown to anyone who wasn't a nerd. You can count the number of comic book heroes the general public is aware of one one hand, and part of another: Batman, Superman, Spiderman, the Hulk a little, maybe the X-Men, and maybe some of the characters people remember from the Super Friends, like the Flash or... um, Zan and Jana and their Space Monkey Gleek. (Corrected. Turns out it's "Gleek," not "Gleep.") But they actually executed "The Avengers Initiative" they inserted as a joke for fanboys at the end of one movie. And they already made $300 million in some (only 30 or so) overseas markets in a week, and will almost certainly make $400 million or more in America. And then the rest of the world markets brings that to a billion, easily. And they already made a billion making people pay for the prologues to this movie. Billions of dollars because someone got the bright idea to toss in a joke for nerds.
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