Will 'Avatar' Mark the End of the Re-Release?

Filed under: Sci-Fi & Fantasy, Box Office, Exhibition, 20th Century FoxDid anyone see Avatar this past weekend? The once-high-grossing 3D movie was re-released in theaters again, this time with nine minutes of previously unseen material tacked on. And going by its box office take of "only" $4 million, it's likely that you did not give in to that little bit of bonus footage. Both Fox and James Cameron are likely not crying, though. They're probably fine with any additional pocket change thrown atop their $750 million total. Besides, $4 million in one weekend is the best it's done since mid-March, when it was playing on a lot more than this past weekend's 800s screens.

Without looking at the data, maybe this Special Edition release seems a disappointment, as Steven Zeitchik spins it over at 24 Frames. He wonders if this "struggle" by Avatar could be a nail in the coffin for re-releases, still despite success with 3D retrofit editions of films like The Nightmare Before Christmas and Toy Story and Toy Story 2. Plus, as he notes, they're low-risk. And they shouldn't be looked at against a weekend's new titles. Avatar might not have done Star Wars Special Edition numbers, but it had a better re-release gross than The Dark Knight -- of course that one didn't get the extended cut treatment (and it didn't have the benefit of 3D surcharges).Continue reading Will 'Avatar' Mark the End of the Re-Release? Permalink | Email this | Comments

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