Walt Disney Studios will attempt to lure people back to theaters this weekend by expanding its Marvel superhero blockbuster, “The Avengers,” and Pixar princess tale,”Brave,” to roughly 1,700 theaters apiece.
An end-of-summer push has been attempted before by the studio — last year, “Cars 2,” which first hit theaters in June, expanded from around 200 theaters to more than 2,000 during the Labor Day holiday and grossed $1.8 million.
Disney’s executive vice president of distribution Dave Hollis said
“We wanted to try it again and use messaging that says, ‘Get it while you can, one last time before these films head to video’”
“Brave,” which is currently in about 500 theaters, has grossed $443 million worldwide and $230 domestically since it opened June 22. “Brave” will arrive on Blu-ray/DVD Nov. 13.
This weekend, both films will be playing on 3-D and 2-D screens.