Disney is requiring theaters to show both Captain Marvel and Avengers: Endgame on Thursday night, April 25.
Our source tells us that Captain Marvel will be required to be shown on Thursday night. Theaters will not be able to drop the film from screens in order to create room for Avengers: Endgame.
The idea behind this move is to hopefully bring in more people to Captain Marvel and boost the box office sales of the Brie Larson led movie, which is still far below Disney’s domestic gross projections for the film.
Disney had originally projected the film to earn $450 million at the domestic box office over the course of its run. The film has currently only grossed just over $400 million.
While the move will more than likely provide a boost for Larson’s Captain Marvel, it means theaters won’t be able to fill a number of their theaters with eager Avengers: Endgame moviegoers on Thursday. Less Endgame moviegoers more than likely means less concession sales and less overall business for theaters.
The move by Disney to try and promote Captain Marvel right before Avengers: Endgame is not unexpected. Back in March, we revealed that they would not be selling Dumbo tickets until after Captain Marvel’s opening weekend with the idea to maximize Captain Marvel’s presence.
They will be doing the same thing with Avengers: Endgame as Aladdin tickets will not go on sale until the Monday after Avengers: Endgame’s opening weekend.
The move also makes sense from a Marvel Studios story standpoint as Marvel Studios boss Kevin Feige has stated Brie Larson’s Captain Marvel will take the lead in the Marvel Cinematic Universe following Avengers: Endgame.
Feige revealed Captain Marvel’s importance to the future of the Marvel Cinematic Universe in the Captain Marvel: The Official Movie Special guide:
“When we found out that Brie Larson might be interested in joining our world, we had a number of meetings. She was a huge fan of the character in the comics. One of the highlights of my career at Marvel was introducing her at Comic-Con and having her come out on stage and stand there with literally almost everybody else from our movies. There she was at the forefront, and it was a great foreshadowing – not just for how audiences are going to embrace Brie as this character, but also for how Captain Marvel is about to take the lead and be at the forefront of the entire Cinematic Universe.”
Larson actually spoke about Captain Marvel’s place in the MCU indicating she might take a central role in Avengers: Endgame. She notes how the Avengers were defeated by Thanos in Avengers: Infinity War and they need to find a way to punch back.
“But I think very quickly they understand this is someone they want on their team, and their hands are tied at this point. They’ve done the best they can do and came up short. They’re going to have to lean on somebody new.”
What do you make of Disney’s decision to have theaters keep Captain Marvel on screens during Avengers: Endgame’s Thursday night previews? Do you expect Captain Marvel to hit that $450 million domestic mark?