'Avengers: Endgame' returns to cinemas to beat box office record

RETURN. 'Avengers: Endgame' is heading to theaters once again to break the global box office record against 'Avatar.' Photo from Avengers' Facebook page

RETURN. 'Avengers: Endgame' is heading to theaters once again to break the global box office record against 'Avatar.

' Photo from Avengers' Facebook page

LOS ANGELES, USA – Marvel announced plans Tuesday, June 26 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 U.S. 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.

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. – Rappler.com