Wow, THOR: THE DARK WORLD has a huge opening weekend, and every one who says “Those superhero movies are going to get old any second now” are standing around looking more stupid than usual. Variety gapes in wonder and awe at the Disney/Marvel machine’s latest success story:
The $86 million domestic opening — more than $20 million more than its predecessor’s summertime bow — for “Thor: The Dark World” is a byproduct of the massive popularity of the Marvel brand and its characters; but namely, those featured in “The Avengers,” which stands as the industry’s third-highest grossing film of all time at $1.5 billion worldwide.
Globally, “Thor: The Dark World” has cumed $327 million in just two weeks, compared with the first “Thor” (2011), which amassed an almost $450 million worldwide total.
Made without huge action stars, and the usual somewhat cookie cutter Marvel film look, Thor:TDW is still a huge hit worldwide. And everyone is jealous. “The Marvel guys are so fucking smart,” one industry insider told Variety. “I don’t think anyone is as smart as them in the industry.”
The mundane AGENTS OF SHIELD aside, Marvel can seemingly do no wrong, targeting far beyond the “fanboy belt, as THR reports:
Thor 2 played to all quadrants of the moviegoing audience and quickly transformed into a date-night movie, with couples making up 62 percent of the audience. Families made up 21 percent of those buying tickets, and teens, 17 percent. All told, 39 percent of ticket buyers were under the age of 25, and 61 percent over. The sequel nabbed an A- CinemaScore, compared to a B+ for the first Thor. Females made up an impressive 48 percent of Friday’s audience — a larger percentage than usual for a superhero pic — but by Sunday, males made up 62 percent of the overall weekend audience.
I’ve yet to see THOR yet with all the travelling, but I’m not surprised to see it do well given the epic fantasy backdrop and Disney?Marvel’s incredibly smart marketing. The next Captain America movie still seems like a harder sell to me, because the premise is a bit murkier and Chris Evans doesn’t have an achetype as easy to nail as playboy Iron Man or handsome alien god Thor. But, I wouldn’t be surprised if it surprised a lot of people.
Heidi MacDonald is the founder and editor in chief of The Beat. In the past, she worked for Disney, DC Comics, Fox and Publishers Weekly. She can be heard regularly on the More To Come Podcast. She likes coffee, cats and noble struggle.