
With its unbelievable worldwide box office take over the last 19-plus days, Joss Whedon’s version of The Avengers has joined an exclusive club of mega-hits. While Tinseltown used to gauge success via the magical $100 million ceiling, the recent revision toward a more international approach has produced something far more significant. Now, boffo is measured in billions, with a ‘B,’ and with only 11 other entries in that elite company, it’s clear that a nerve of sorts has been hit. The Avengers is obviously more than just a comic book driven action film. From its proposed feminist perspective to its amazing hero moments (especially those given to the otherwise underserved Hulk), it’s the very definition of a phenomenon…
...except, it isn’t really. Oh sure, any time you can proclaim an amount ten times the original reflection of cinematic triumph, you are breathing rarified air. Similarly, Whedon’s ability to meet both fan expectations and the needs of the novice suggest something far more potent. Yet it’s clear, considering the wealth of new markets being lumped in as part of the total, that the movies that don’t make a billion are true question marks. While everyone argues that movies like this translate across the obvious language barriers, there are still cultural divides to overcome. No, there is another reason why The Avengers has crossed that mighty money threshold, and it’s sitting right under your hands.





































