Wednesday, June 19, 2019


In April a few months ago, the first ten years of storytelling in the Marvel Cinematic Universe (MCU) film franchise came to, if not the actual end, then the final plot climax. “Avengers: Endgame” saw the titular superhero team and what remains of their allies go through time and space in order to undo the universal loss of life perpetrated by the mad titan Thanos, then defeat him once and for all. The movie broke lots of box office records but somehow did not come close to the all-time highest-grossing motion picture “Avatar” from James Cameron. Disney and Marvel Studios plan to remedy that however.

According to CNBC, Marvel Studios is planning to re-release “Avengers: Endgame” in cinemas late next month. Apparently, the studio head Kevin Feige has green-lighted an idea to put the epic Marvel superhero blockbuster in theaters for another run. To entice moviegoers who have not yet seen the film (and potentially lure former audiences back for a re-watch), there will be a number of extra footage added in the re-release that were deleted from the initial cinematic screen, a practice usually reserved for home media releases.

Feige remarks that the added scenes to “Endgame” do not make the re-release on cinemas an “extended cut,” but instead will be more of a marketing push. “If you stay and watch the movie, after the credits, there’ll be a deleted scene, a little tribute, and a few surprises,” he promises audiences about the film. Already, the fourth “Avengers” movie of the MCU has a global box office gross of $2.74 billion, but it still falls short of the $2.78 billion in total earnings of 2009’s “Avatar” from Cameron and 20th Century Fox (now acquired by Marvel’s parent company Disney).

Although not officially confirmed, Marvel Studios plans to start the theater re-release of “Avengers: Endgame” on July 28. The period is not exactly prime blockbuster-viewing season, but at that point there are no major movie premieres that could cut into the earnings should the plan go through.  Industry analysts believe the move to be shrewd, as it will potentially pack enough fans to watch the film again to catch the new added scenes, but at the same time hold back many more deleted footage that could then be viewed once the home media and digital versions hit the market later.

The MCU film series was divided into “Phases” with multiple movies each. Thanos, the overall villain of the first 10 years of the franchise, was introduced after the first “Avengers” in 2012 that concluded Phase 1. “Endgame” was the penultimate installment of Phase 3, with the actual conclusion being “Spider-Man: Far from Home” premiering July 2, before the “Endgame” re-release.

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