'Avengers: Endgame' – a global phenomenon
The Heat
["china"]
01:21
Marvel's blockbuster has taken the world by storm. From La Paz to Mumbai to Beijing, it's a global watch party of epic proportions.
"Avengers: Endgame" is shattering box office records, raking in roughly 2.6 billion U.S. dollars, according to the all-time worldwide box office chart. The film crossed the 600-million-U.S.-dollar mark last weekend in China, nearly doubling "Avengers: Infinity War's" 360 million U.S. dollars, thanks to the country's die-hard comic book fans.
"Avengers: Endgame," directed by Anthony Russell and Joe Russell, is adapted from Marvel Comics. It is the 22nd film of the Marvel Cinematic Universe. This film, which brings together most of the Marvel superheroes, tells the ultimate battle between superheroes and supervillains.
Over the past 11 years, the Marvel movies became very popular in China. It was also an era in which the Chinese movie market grew rapidly. Chinese fans have grown with the market and feel connected to Marvel's many superheroes. Moreover, Chinese viewers hope that Chinese filmmakers can also produce such good movies in the future.
Afra Wang, the host of Loud Murmurs, a Chinese-language pop culture podcast, thinks there are multiple reasons why Chinese millennials are attracted to this film. “First of all, it's a very well-marketed and well-produced film,” Wang said. Secondly, lots of theaters have been built in second and third-tier cities or rural areas in recent years, lowering the cost of watching movies.
"Avengers: Endgame" cast members and production staff prepare to place their handprints in cement outside the TCL Chinese Theatre IMAX in Hollywood, California, U.S., April 23, 2019. /VCG Photo

"Avengers: Endgame" cast members and production staff prepare to place their handprints in cement outside the TCL Chinese Theatre IMAX in Hollywood, California, U.S., April 23, 2019. /VCG Photo

Additionally, such superhero movies, which promote the spirit of sacrificing for the community and contributing to society, can arouse the collectivism of younger Chinese generations since they have grown up in such a cultural environment.
Wang said the Chinese market plays an important role in the U.S. film industry. “In five years, the number of screens in China will double those in the U.S.,” she predicted. And for many middle-class people in China, watching a film with family on the weekend will become a major source of entertainment.
Hollywood producers are trying hard to market their films in China. They have tried to connect with China's local and online culture. Some have even hired Chinese celebrities to persuade their fans to watch the films.
Endgame also grossed an unprecedented box office in India. Lata Jha, who is a writer for Mint, a division of Hindustan Times, is not surprised. “Hollywood films always do well in India these years,” she said.
The mega success of Hollywood films has been aided by the films' localization to India audiences. Despite the many translations of Endgame released in India, Jha doesn't believe they lose anything compared to the original movie.
Lauren Veneziani, a film critic for DCFilmGirl.com and WBAL-TV and a member of the Broadcast Film Critics Association, said Endgame is one of her favorite films this year. “I give it 5.0/5.0 because it has the emotional punch to me,” she said.
"Avengers: Endgame" cast members and production staff pose outside of the TCL Chinese Theatre IMAX in Hollywood, California, U.S., April 23, 2019. /VCG Photo

"Avengers: Endgame" cast members and production staff pose outside of the TCL Chinese Theatre IMAX in Hollywood, California, U.S., April 23, 2019. /VCG Photo

Veneziani said the Russell brothers have made some of the best films in the Marvel Universe. “The two directors have a passion for the story, which is why Endgame is not only an epic superhero film, but a well-made film as well,” she said. She believes in the past decade, things have been going well for filmmakers, creators, actors and writers as they've had the opportunity to make what they want and the budget to do so.
In terms of the theme and content of this movie, Lauren said: “There are war elements in this film, but it is also a film about grief.” This movie talks about how people deal with their major loss.
Alex Grand, the founder of Comic Book Historians on YouTube, believes this movie brings the heart and soul of the comic books. “Those concepts in the movie, such as humanization, striving to be excellent, helping others, resonate with everybody,” Grand said.
But this movie genre could probably sacrifice art for entertainment. “Even the comic books have changed a little bit after Disney bought it,” he added. Lauren and Alex both think Disney has produced great superhero movies.
“I don't think Marvel's characters could be thought of as propaganda,” Alex said, “Maybe Captain America is an exception.” But he believes the superhero spirit is not purely an American thing. "There is a global theme that applies to everybody, like people overcoming their insecurity and becoming the best they can be.”
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