June 1, 2012
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No one knew how well Marvel’s “The Avengers” would do before it was released, though since it was a movie that some have–literally–been waiting a good part of their lifetimes to see, I don’t think that that’s necessarily a surprise.
Though perhaps ‘well’ is an understatement because it’s ranking among the most profitable films ever made, and other movies that have gone against it, like “Battleship,” have sank rapidly at the box office.
Though some films, perhaps as a result of daring to be different, combined with canny marketing, have managed to reach more tranquil waters. One example is “The Best Exotic Marigold Hotel,” released by Fox Searchlight, that cost around $12 million to produce, yet has earned over $100 million, and is in the process of expanding to more theaters.
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