Disney's "Avatar: Fire and Ash" had a lukewarm opening weekend at the box office, failing to meet expectations and falling short of market projections.
This also reflects external forecasts for the total theatrical revenue of James Cameron's third installment in the "Avatar" franchise.
The film grossed $88 million in its first three days, significantly below analysts' projections of $110–125 million. By comparison, 2022's "Avatar: The Way of Water" earned $134 million in the same timeframe.
Overseas, the film brought in $257 million, bringing its estimated global opening to $345 million.
"Avatar: Fire and Ash" faced multiple challenges in its theatrical release, most notably its three-hour runtime. Additionally, compared to "The Way of Water," which debuted over a decade after the original "Avatar," audience anticipation and demand for this installment have cooled. Some box office analysts and critics noted that the film lacks the technological innovation that drove the franchise's past success.
According to entertainment data firm EntTelligence, about 5.2 million North American viewers watched "Avatar: Fire and Ash," a sharp decline from the 8.7 million who saw "The Way of Water" during its opening weekend in 2022.
However, the "Avatar" franchise has never relied on opening weekend dominance. The original 2009 "Avatar" earned just $77 million in its North American debut but remained in theaters for nearly a year, eventually grossing $2.7 billion worldwide. After multiple re-releases, its global total has climbed to $2.9 billion, per Comscore.
"The Way of Water" had a 23-week theatrical run, ultimately earning $2.3 billion globally.
Paul Dergarabedian, senior media analyst at Comscore, commented, "With less than two weeks left in the year, 'Avatar: Fire and Ash' faces immense pressure to boost box office numbers. While its opening fell slightly short of expectations, the franchise is known for its long-term performance, and its momentum may build over time."
Premium formats like IMAX and Dolby Cinema have also significantly contributed to the franchise's success. Disney reported that 66% of the opening weekend revenue came from 3D and premium screenings.
Although 3D films have waned in popularity in North America, they remain strong overseas, particularly in China. In fact, the majority of the "Avatar" franchise's earnings come from international markets, with the first film generating $2.08 billion abroad alone.
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