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At a time when traditional ways of watching movies have been threatened by streaming technology that allows you to watch at home, this past weekend was a lesson in how the old ways can still be profitable when the right product is made available to an audience hungry to see it.

We are talking, of course, about Avengers: Endgame, which brought in global box office receipts of $1.2 billion since it opened last Thursday night … $350 million of it in the US and Canada, far more than what the previous record-holder, Star Wars: The Force Awakens brought in during as comparable opening weekend.

The New York Times writes that Avengers: Endgame “ended up defying all kinds of conventional wisdom — that sequels are not supposed to be critical darlings, that there is no center of the culture anymore, that marathon running times (three hours in this case) drive people away, that every studio has hits and misses. Marvel is now 22-0 when it comes to the box office.”
KC's View:
I do think the success of Endgame also can be seen as having a downside, as the theatrical experience becomes about one kind of movie, and streaming becomes about another, smaller, more intimate experience for smaller, more intimate movies. This may not even be a downside … it may just be a reality. And maybe, if more movies get made because there are a greater variety of distribution options, it’ll end up being a good thing overall. And maybe, theaters will end up regretting that they came to depend on just one particular kind of blockbuster.