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" ... What this means is that in an era where franchise-starters perform like heavily glorified sequels the first time out, the MCU is still producing franchises that build pre-release interest as they go along even with impressive initial debut numbers in the first place. The reason I bring all of this up is that a 54% jump between the first and second opening weekends is a record for an original installment that debuted a $71 million Fri-Sun debut the first time around. Heck, using “just” $40m for the first weekend of the first film, it’s a pretty rare group of hits. By my count, among sequels to originals that opened with at least $40 million the first time out, it’s in 11th place in terms of sequel growth over the opening weekend. ... "
" ... With the important caveat that marketing expenses aren’t publicly available, that’s around 3.3x the budget in terms of raw rate-of-return. That’s not factoring in post-theatrical earnings (a combined $223 million in DVD/Blu sales plus whatever it earned on digital and via TV deals). It’s also not factoring the role those Pixar sequels played in asserting Disney’s pop culture dominance. Finding Dory was just one of four $1 billion earners in a year Disney scored an over/under $1 billion success in each of its five major brands while their rivals could barely keep up. Captain America: Civil War ($1.153 billion), Rogue One: A Star Wars Story ($1.056 billion), Finding Dory ($1.028 billion), Zootopia ($1.023 billion) and The Jungle Book ($966 million) lorded over the competition to an unprecedented degree. ... "