Captain Marvel's Upcoming Premier Reminds Consumers the Importance of Paying It Forward

The film industry has high expectations for Captain Marvel. Can it meet the demand? If consumers use their purchasing power to support the franchise’s leading woman, this “feel good” act could be a gamechanger for the movie industry.

Women's History Month reminds us of the many virtues and successes women bring into the world. One such virtue is how women are no strangers to high expectations. What's a higher expectation than ‘having it all'? The dream that, for so many women, means taking on a second shift to create harmony in the home after a long first shift spent trying to break through the glass ceiling at work.

Maybe that's why Brie Larson, who plays Captain Marvel, the franchise's superest new superhero, appeared emotional at the world premiere of her new film by the same name. The name Captain Marvel rolls of your tongue easily. It doesn't fill space large enough to truly capture the magnitude of power that is cast by this character, Carol Danvers. As Larson's shaky voice penetrated the crowd with a timid "hi", the actress was able to separate herself from Danvers and show her softness and vulnerability to the world. That's a show of strength.

Larson is breaking records playing the first woman super-character to be at the center of a full length film in the Marvel series, as the minds behind Captain Marvel are looking to break some ground of their own. Captain Marvel is expected to gross $150 million in its first three days at box office, which would smash the record of Guardians of the Galaxy Volume 2 during its opening weekend. Today, Guardians 2 is the seventh largest movie opening in cinema history. Globally, this premier is expected to bring in a total of $350 million, according to Screenrant.

In fact, this movie is expected to be a saving grace for movie theatre owners during a time when competition is not strong and brick-and-mortar companies are going out of business at record rates. It's unclear why 2019 hasn't been kind to the entertainment industry, as a whole, thus far. After a less than stellar debut for LEGO Movie 2 and some of the lowest Super Bowl viewership in decades, what is clear is people are less interested in traditional forms of entertainment than they once were. It remains to be seen if Captain Marvel will be able to successfully meet the benchmarks that Hollywood has for it and pull the movie industry out of this slump.

However, it's a breath of fresh air, regardless, for those of us who just needed a prominent woman superhero in our Marvelverse. No disrespect to Scarlett Johansson or Zoe Saldana, whose portrayals of Black Widow and Gamora, respectively, have been consistently on point, and unyieldingly captivating even in the presence of other larger-than-life celebrities, or any of the other women actors in the franchise. This is just the first full length movie around one of Marvel's woman superheroes, and hopefully the first of many.

The point is, there's enough room in the Marvel Universe for women to take center stage, and that could help dwindling movie revenue. If DC's Wonder Woman has shown us anything, it's that strong women sell tickets. Maybe the tired damsel in distress trope is boring audiences of critical thinkers who aren't coming out to see movies like they used to? Maybe everyone is just sitting at home with a bucket of popcorn and their favorite stream service? It's likely a little bit of both, but recent history tells us that people show up with their wallets for strong women, and that's something to celebrate this March.

Speaking of showing up to the movies with your wallet in hand, ever wonder where that movie ticket revenue actually goes? It's estimated 60% of of your ticket goes back to the movie studios and 40% stays with the theatre.

Unfortunately for theatres, they only make about 4% after paying for overhead costs, which is why your popcorn and candy can be so pricey. As for the 60% that goes to the studios, that pays for costs like distribution fees, payments on actor contracts, and marketing or other types of promotions. So pull out those pocketbooks and get to the movies, starting March 8th, to see Captain Marvel. The long climb for women in acting mirrors that of all industries, and if the excitement around Larson's performance is any indicator, you won't be disappointed to put your money where your mouth is.

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