The coming weekend is pretty quiet for the box office, despite the fact that many Americans will be enjoying an extra day off thanks to Labor Day. Enter Marvel’s The Avengers, which will be back in theaters for just one week thanks to the holiday and an otherwise boring box office line-up.
Shia Labeouf’s Prohibition flick Lawless opened Wednesday, and the family-friendly Oogieloves in The Big Balloon Adventure, horror The Possession, and For A Good Time, Call…, a comedy about phone sex seeing limited release, all join it for a less-than-stellar holiday weekend at the theaters. Labor Day this year is a weak one for movie-goers, and a disappointing end to an otherwise booming summer season. Looks like Marvel Studios noticed and decided, “hey, why not re-release our highest grossing film ever for one more week and try to make a little bit more money off it?”
Because that’s exactly what they’re doing.
For all ten of you who didn’t go and see Joss Whedon’s superhero ensemble flick The Avengers, you’ll get one last chance come Labor Day. The film’s Facebook page confirmed that the film will be back in theaters for a week, beginning today, August 31st, and ending its latest run on September 6th.
The Avengers is currently just $40 million shy of being the second highest grossing domestic film of all-time (it’s behind Titanic – go figure) and this week-long release has producers hoping that it will move up the list. We should note that unless the film can pull its entire summer haul all over again next week, it won’t come close to nabbing the top spot away from Avatar.
So hey, go see The Avengers again. Or just wait for it to come out on DVD and BluRay on September 25th.