Marvel is reportedly following the Avengers: Endgame Encore playbook, dangling unseen Rosario Dawson footage to pull audiences back for another round at the multiplex.
Spider-Man: Brand New Day isn't done with cinemas yet. Deadline has reported that Marvel Studios is planning a theatrical re-release of the film, and, much like the recent Avengers: Endgame Encore run, it'll come with footage nobody's seen before.
Top of that list, per the report: a scene featuring Rosario Dawson as Claire Temple that got cut before the film hit theatres. There's supposedly more in store beyond that, though nobody's saying what.
No date yet on when this re-release actually lands. JoBlo notes the film is still running in cinemas as things stand, which makes the timing a little unusual but not unheard of, especially with Avengers: Doomsday looming on the calendar. The expectation seems to be that Marvel wants this back on screens before Doomsday eats up all the oxygen.
The billion-dollar chase
Here's where it gets interesting for the studio's bottom line. Brand New Day has already pushed past Star Wars: The Force Awakens to become the highest-grossing domestic release of all time, according to JoBlo. Worldwide, the numbers get a little fuzzy depending on who's counting. JoBlo puts the global haul at $2.4 billion, good enough for third all-time behind Avatar and Avengers: Endgame. The Times of India, citing its own figures, has it crossing $2.49 billion.
Either way, a re-release stands to push that total higher still, and Marvel's math here isn't complicated. Get the film back in front of paying audiences, even for a limited run, and Brand New Day could become the first title to cross $1 billion at the North American box office alone. That's the kind of milestone studios build press releases around.
The Endgame precedent gives Marvel reason to believe this works. That re-release opened to $86 million worldwide with new footage tied into Doomsday stitched in, proof that fans will show up twice if you dangle something they haven't seen. Whether that same trick lands for a Spider-Man film that's had a long, healthy run already is the open question.
Critically, Brand New Day has been landing better than some expected. JoBlo's own review called it a surprisingly mature entry, one that doesn't try to out-spectacle the three-Spider-Man pileup of No Way Home. The reviewer wrote he preferred it to the first two Tom Holland-led films, pointing to stronger characterisation as Peter Parker edges into more adult territory.
What isn't clear yet is scale. Is this a full theatrical run or a limited one-week event like Endgame Encore? Marvel hasn't confirmed a date, a runtime for the added footage, or whether Dawson's scene is the headline addition or just the one that leaked first. Expect an official announcement to land closer to Doomsday's own promotional push, likely with a firmer release window attached.
Be the first to comment
Join the argument. No password, just your email or a passkey.