Full article: http://www.boxoffice...ed-the-avengers
Benchmarks are hard to live up to. The new standard for a May blockbuster--and in many respects, *any* kind of blockbuster--was birthed last year whenMarvel's The Avengers broke a litany of box office barriers. 2013's lucrative summer season is approaching with an industry and its fans skeptical that this May can't measure up to last year's performance.
Before we begin to tell you why, keep one thing in mind: quality is ultimately king. If audiences aren't happy with the product they're given, they won't keep showing up after big opening weekends. They'll opt to catch up on Redbox titles and Netflix queues, or simply forego movies completely to enjoy the seasonal air. Exhibitors are acutely aware of that fact because it's a bigger disadvantage for them than it is for the studios. Last May, post-Avengers, was also a prime example of that stark reality.
So, let's revise the original wording: this year's market *can* measure up. The next question is "will it?"
Edited by ShawnMR, 19 March 2013 - 08:16 AM.