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.

It shows, as I have said before, that there’s room at the box office for more than films aimed at the 18-49 demographic.  It also shows, in my opinion, that Hollywood needs to move away from mega-expensive tentpoles–or at least release fewer of them–and instead offer a production slate that mixes films that specifically target groups like older people, African-Americans, women, etc, because what the success of films like “The Best Exotic Marigold Hotel” and “Think Like A Man,” among others show is, if a movie is well-done and well-marketed, it will find an audience.

I mean, I have no intention of seeing ‘Marigold Hotel.’ I like the actors involved, particularly Judy Dench and Bill Nighy, but it’s not the type of film that I tend to pay to see.  That’s OK because, if it’s box office receipts are any indicator, there are lots of people that would.

There’s also something to be said about the subject matter–a group of British retirees vacationing in India–that some might consider to be a breath of fresh air from the big budgets and bigger explosions that are typical summer movie fare.