Comic book blockbuster film The Avengers has taken a heroic $6m at the box office overnight across 621 screens.
The result makes The Avengers the highest grossing film on an opening day for 2012 and second in Australian box office history behind Harry Potter and the Deathly Hallows Part 2.
Most films open on a Thursday, but Disney, The Avengers’ distributor, took advantage of Wednesday being the ANZAC Day holiday and opened a day early.
The film, directed by Joss Whedon and starring Robert Downey Jnr, Australia’s Chris Hemsworth, Scarlett Johansson and Chris Evans has not opened in the US yet. Its scheduled release is May 4.
Kate Kavanagh director of marketing and communications said: “We’ve smashed the Australia box office and hit a sensation AU$6m. The Avengers is the biggest Marvel opening day ever. It’s also been our number one Disney opening day. It’s been an extraordinary. We’re looking forward to great results.”
Kavanagh wouldn’t disclose the total marketing spend.
She said: “Needless to say it’s one of our biggest campaigns ever and we have a fully integrated campaign across all mediums, TV, print, digital, outdoor. I think someone would have to be living under a rock if they hadn’t seen the campaign across, which has contributed to a great result.”
Australian VFX house Fuel delivered 150 visual effects shots for the film, the fourth the company has completed for Marvel.
The film has also become the number one opening day film of all time in New Zealand.