For ‘Guardians of the Galaxy 3,’ It’s All About Box Office Staying Power
variety.comRebecca Rubin Film and Media Reporter “Guardians of the Galaxy Vol. 3” kicked off summer movie season with $114 million at the domestic box office, falling short of expectations while still landing the second-biggest debut of the year.
There are plenty of ways to parse that initial number, but for the third and final installment in the James Gunn-directed Marvel trilogy, it’s going to be less about the opening weekend — and all about the hold.
That’s industry parlance for how sharply (or not) a movie’s ticket sales fall in their subsequent weekends of theatrical release.
It’s hard to knock a film that opened above $100 million. Yet analysts were expecting a stronger start for “Vol. 3” because it’s the last of Marvel’s legacy tentpoles (at least, that have been announced) and because its predecessor, 2017’s sequel “Guardians of the Galaxy Vol.
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