2024-08-05
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In China, "Deadpool vs. Wolverine" has grossed 231 million yuan in box office in just 6 days after its release. Maoyan predicts that it will eventually gross 390 million yuan, ranking third among imported films so far this year, and also a good start for Marvel this year.
In North America, "Deadpool & Wolverine" broke the $200 million mark in its first weekend, setting a new record for the opening of an R-rated movie and reversing the low morale of the "Marvel Cinematic Universe"; at the same time, "Deadpool & Wolverine" swept more than $400 million worldwide, rewriting the annual record held by "Inside Out 2", allowing the film market to maintain a super high level in the second half of the year.
(Photo source: Maoyan Professional Edition)
The most surprising thing about "Deadpool vs. Wolverine" is not its objective box office numbers, but the huge box office potential it can generate in the theater market as an R-rated film, which far exceeds its peers, further revealing the market potential of R-rated films under the viewing concepts of a new group of audiences.
As the most anticipated superhero blockbuster this year, "Deadpool vs. Wolverine" earned $38.5 million in North American advance screenings, ranking eighth in film history. This figure also set a new record for R-rated movies, far surpassing its predecessor "Deadpool 2" in 2018 ($18.6 million).
With the momentum of the midnight screening, "Deadpool vs. Wolverine" was released to 4,210 theaters in North America, and the box office soared to $96.19 million on the first day, further improving to the sixth place in history, second only to "Avengers 3&4", "Star Wars 7&8" and "Spider-Man: No Homecoming". As a result, "Deadpool vs. Wolverine" closed at $211 million in its first weekend, with a single theater revenue of $50,000, beating "Twister" to top the list.
(Photo source: Maoyan Professional Edition)
In many aspects of the box office, Deadpool vs. Wolverine has left a strong mark. First of all, Deadpool vs. Wolverine is the ninth film to have a debut of over 200 million, and the first R-rated film to achieve this achievement, breaking the previous record held by Deadpool (US$132 million).
Secondly, "Deadpool vs. Wolverine" broke the record for the opening of the box office in July. The previous record was $192 million for the realistic version of "The Lion King", which was rated PG for all ages. At the same time, "Deadpool vs. Wolverine" also set a new record for this year's single film, and Pixar's "Inside Out 2" (154 million US dollars) could only retreat to the second place.
According to Deadline, Deadpool and Wolverine also became the highest-grossing R-rated film in Disney history, taking the record that had been dormant for more than 30 years. In 1990, Pretty Woman opened with $11.28 million and eventually continued to make $178 million in North America. It had long held the throne of Disney's R-rated film champion, but now this honor has been taken away by Deadpool and Wolverine. Of course, Poor Things, which won four Oscars this year, is also R-rated and was distributed by Disney's Searchlight Pictures. It eventually made nearly $118 million in global revenue, a rare case of Disney operating an R-rated film.
Deadpool vs. Wolverine is 2 hours, 7 minutes and 45 seconds long. It was rated R or restricted by the Motion Picture Association of America because of its "bloody violence, vulgar language, blood and sexual innuendo", which means that people under the age of 17 must be accompanied by their parents or adult guardians. Correspondingly, Deadpool vs. Wolverine was rated 19 in South Korea, which means "not suitable for young people to watch", and R15+ in Japan, which means "only for people aged 15 and above", and III and A-15 in Hong Kong and Taiwan respectively.
"Deadpool vs. Wolverine" is directed by Shawn Levy, and Ryan Reynolds and Hugh Jackman reunite after 15 years. It tells the story of Deadpool who had originally decided to retire from fighting and killing, put aside the grudges in the underworld, and spend the second half of his life in a used car dealership. But when the world is about to face the crisis of destruction, he puts on his tights again and tries his best to persuade Wolverine to embark on a journey of rescue together and fight for love and friendship.
From the perspective of word of mouth, the Rotten Tomatoes freshness of "Deadpool vs. Wolverine" is 78%. Film critics praised "Ryan Reynolds' sharp and humorous style makes him feel at home in the Marvel Universe, while Hugh Jackman provides the adamantium metal pillar for the plot", as "an irreverent play" but "has a soft spot for the past era of superhero movies". At the same time, the popcorn index of "Deadpool vs. Wolverine" is as high as 96%, indicating that fans are quite satisfied with this new R-rated film.
Driven solely by Deadpool and Wolverine, the North American weekend market soared 90.5% month-on-month to $285 million, only 8.4% lower than last year when Barbie and Oppenheimer led the way. As a result, the total box office in July reached $1.076 billion, breaking the $1 billion mark for the third consecutive year, but there is no hope of catching up with last year's $1.36 billion.
The huge boosting effect of "Deadpool vs. Wolverine" on the summer box office is clearly evident from the detailed data of its first weekend in North America.
According to EntTelligence, the total number of tickets sold for Deadpool vs. Wolverine reached 13.6 million, 500,000 more than the same period last year for Barbie. After 2020, only Spider-Man: No Homecoming (over 20 million) and Doctor Strange 2: Out of Control in the Multiverse (13.8 million) have higher numbers.
Stills from "Deadpool and Wolverine" (Source: Douban)
Overall, the average ticket price for Deadpool vs. Wolverine was $15.06, while children and seniors were charged as low as $12.80 and $13.21 respectively. In the first weekend box office of Deadpool vs. Wolverine, high-spec screens contributed about 30% of the share, and the price per ticket increased to $18.38; and IMAX alone generated $19.1 million, accounting for 9%, with an average output value of $46,000 based on 414 screens. In terms of time period, the proportion of 5pm to 8pm reached 30%, and the number of screenings after 8pm accounted for 16%.
In terms of age, 11% of the audience of Deadpool vs. Wolverine were under 17 years old, while this proportion is usually only 5% for R-rated movies. In contrast, the past five "Marvel Cinematic Universe" works were all PG-13, and the audience under 17 accounted for 21%. This shows that a considerable number of parents are not bothered by the ratings and still watch Deadpool vs. Wolverine with their underage children, highlighting the influence of the Marvel brand among family audiences.
In addition, "Deadpool vs. Wolverine" also attracted a large number of non-core fans, with 41% saying they bought their tickets on the day. According to statistics from exit survey agency PostTrak, as many as 30% said they only go to the movies once every other month, while 22% said they only go to the movies a few times a year. Regarding the reason for watching the movie, 53% said it was their favorite movie series, 45% thought the cast was great, and 72% said they wanted to see a sequel because there was still a lot of room to explore.
In fact, during the strike of the actors' union last year, the filming of "Deadpool and Wolverine" was once suspended and did not restart until the end of the year. For this reason, Disney adjusted the release plan of "Deadpool and Wolverine" from early May this year to the end of July to leave enough time to polish the project. This rigorous attitude is undoubtedly the right move.
The massive publicity campaign for Deadpool vs. Wolverine also started early. After the first movie trailer was released during the Super Bowl on February 11, it received more than 365 million global views on different platforms within 24 hours, breaking the Guinness World Record. In April, Deadpool vs. Wolverine released an exclusive clip at CinemaCon, and Shawn Levy was recognized as the "Director of the Year", and the second trailer was released at the end of the month.
(Photo source: Weibo)
On May 20, the pre-sale of Deadpool vs. Wolverine officially started, exceeding $8 million in just 24 hours, setting a single-film record for Fandango this year. Subsequently, the exclusive collector's edition popcorn bucket, soundtrack, Spotify playlist and ultimate trailer of Deadpool vs. Wolverine were launched one after another, and a star-studded world premiere was held in New York on July 22.
From the perspective of content, "Deadpool and Wolverine" is a landmark moment for all the "X-Men" characters to return to Marvel. From now on, the "Marvel Cinematic Universe" will usher in a huge new force.
From the first "X-Men" to "The New Mutants", the original 20th Century Fox has filmed a total of 14 "X-Men" series movies (including the re-edited version of "Deadpool 2"), with a total global output of more than 6 billion US dollars. In 2019, Disney completed the acquisition of 20th Century Fox's film and television assets, and all the "X-Men" series were transferred to the new owner. After the release of "Deadpool and Wolverine", the total revenue of the "Marvel Cinematic Universe" exceeded 30 billion US dollars, further strengthening its position as the strongest series in film history.
Stills from "X-Men" (Source: Douban)
According to Comscore statistics, "Deadpool & Wolverine" has entered 53 countries and regions, with revenues outside North America reaching $233 million, and the total revenue in North America exceeding $438 million. This achievement surpassed "Inside Out 2" ($295 million), rewriting the global opening record of a single film this year. In fact, "Deadpool & Wolverine" also set a new high since May 2022, when "Doctor Strange 2: Out of Control in the Multiverse" swept $450 million. Among them, the box office output of IMAX screens reached $36.5 million, setting the eighth-highest IMAX premiere figure in film history, slightly lower than the $37.1 million recorded by "Spider-Man: No Homecoming".
From this perspective, it is only a matter of time before "Deadpool & Wolverine" joins the "1 billion club" and will challenge the R-rated movie record held by "Joker", which grossed $1.079 billion worldwide in 2019; considering that the production cost of "Deadpool & Wolverine" is $200 million, it is expected to bring Disney a rich return on investment.
While Deadpool and Wolverine were sweeping records, the San Diego Comic-Con (SDCC) was also held on the same weekend. Marvel Studios released several blockbuster news, including that Robert Downey Jr. will return to the "Marvel Cinematic Universe" to play the villain Victor von Doom, also known as Doctor Doom, and that the Russo brothers will also direct the fifth and sixth "Avengers", which will be released in May 2026 and 2027 respectively. After a short period of lows, the "Marvel Cinematic Universe" is brewing a more vigorous rebound momentum.
Robert Downey Jr. will play Doctor Doom (Source: Weibo)
Overall, Deadpool and Wolverine also kept the movie market running at a super high level. Since mid-June, Inside Out 2 has taken the lead in bringing the summer season to a climax, not only sweeping over $600 million in North American box office, but also breaking the $1.5 billion mark in global revenue, breaking the animation record in film history held by Frozen 2 ($1.454 billion). With Japan to be screened in early August, Inside Out 2 still has considerable room for growth, and it is no problem to surpass Fast & Furious 7 ($1.515 billion) and The Avengers ($1.521 billion).
Next, "A Quiet Place: Day of the Invasion" and "Despicable Me 4" continued the series' high performance, and the classic remake "Twister" also raked in $81.25 million in its first weekend, rewriting the opening record of disaster films held by "The Day After Tomorrow" for 20 years. With "Deadpool and Wolverine" shattering the ceiling of R-rated movies, the recovery momentum of global theaters in the second half of the year has become stronger.
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