Home Hollywood Marvel’s Thor is bringing Hollywood back to pre-pandemic business — Quartz

Marvel’s Thor is bringing Hollywood back to pre-pandemic business — Quartz


Quake Mjolnir, now wielded by Jane Foster (actor Natalie Portman), delivered another powerful blow to Disney for $143 million. Thor: Love and Thunder on opening weekend.The film is also the third-highest domestic box office in 2022, second only to Doctor Strange in the Multiverse of Madness $187 million Jurassic World: Reign $145 million.

Thor: Love and Thunder It is the fourth film in the series and the strongest opening in the Marvel franchise.More importantly, the film is Minions: Rise of Gru, The $107 million debut helped July 2022 beat the same opening period as July 2019, even when adjusted for inflation.

July 2019 blockbuster is Spider-Man: Far From Home, which had revenues of $92 million ($105 million, adjusted for inflation). This suggests that, at least in the U.S., public concern about the risk of Covid-19 in large public spaces such as movie theaters may be mostly in the rearview mirror.

Marvel’s Thor success is another step toward post-pandemic normalcy

At the height of the pandemic, Hollywood studios were in panic as lockdowns prevented large indoor gatherings and forced the closure of nearly all public-facing consumer venues except supermarkets.As a result, some studios have experimented with hybrid releases that include major films such as black widow It debuted in theaters and streaming TV at the same time to mitigate the impact of movie theater closures.

This strategy has proven mixed results, but still engages the public in the concept of big-budget movie releases, even if they can’t or don’t have to go to crowded movie theaters to see a movie.In 2021, however, as the availability of a Covid-19 vaccine boosts public confidence, Hollywood studios begin testing the waters to resume theatrical exclusives, with films like Sony achieving promising results Ghostbusters: Afterlife.

The real box-office test of whether movie theaters are truly in post-pandemic territory will come in the coming fall and winter, when Covid-19 infections are expected to surge in the United States.

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