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Marvel re-releases 'Avengers' as box office record looms
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(From L-R) President of Marvel Studios/Producer Kevin Feige, actors Chris Hemsworth, Chris Evans, Robert Downey Jr., Scarlett Johansson, Mark Ruffalo and Jeremy Renner attends the Marvel Studios' 'Avengers: Endgame' cast place their hand prints in cement at TCL Chinese Theatre IMAX Forecourt on April 23, 2019, in Hollywood, California. (AFP/Valerie Macon)
M
arvel announced plans Tuesday to re-release "Avengers: Endgame" with bonus material in theaters, as the summer's biggest blockbuster drew agonizingly close to breaking the global box office record.
"Endgame" has pulled in $2.749 billion around the world, according to industry watcher Exhibitor Relations -- the second-highest haul of all time, trailing James Cameron's "Avatar" by around $40 million.
But from Friday, Marvel hopes to entice die-hard fans back into theaters for one last viewing of "Endgame" with an "unfinished deleted scene" and a new video introduction by director Anthony Russo.
Fans attending what Marvel is calling the "Bring Back event" at specific US cinemas will also receive limited-edition Avengers artwork -- a statement on the company's website announcing the move featured a poster with Tony Stark's catchphrase "We Love You 3000."
"If they can get this re-release going and get enough interest and have it out there long enough, who knows -- maybe it can get there," said Comscore's Paul Dergarabedian, referring to the "Avatar" record.
But the publicity from the re-release would also help to promote next month's release of "Spider-Man: Far From Home," he added.
The latest Spider-Man film is a collaboration between rival studios Sony and Disney-owned Marvel, and picks up the story after the events of "Endgame."
A "special sneak peek" of the film will also be included in the "Endgame" re-release.
"This just keeps that Marvel magic going in so many ways," said Dergarabedian.
Read also: Disney to rerelease a longer ‘Avengers’ to chase ‘Avatar’ record
Despite the buzz among Marvel fans about the re-release of its biggest hit, "Endgame" has in fact never been out of theaters -- it was still playing in 985 locations across North America at the weekend, earning another $2 million.
It already holds the record for the highest opening weekend, both in North America and globally.
But the chances of "Endgame" breaking the North American all-time box office record appear slimmer -- it still trails "Star Wars: The Force Awakens" by more than $100 million domestically.
