How Marvel Broke a $200 Million Milestone

6:00 AM PDT 5/8/2012 by Borys Kit

Five hidden reasons behind the record-shattering success.

To most, the numbers were shocking: The Avengers opened to a staggering $207.4 million domestic, coupled with $447.4 million overseas in just 12 days of release. When The Hollywood Reporter polled film executives and agents for insight into how Marvel and distributor Disney pulled off a record-breaking weekend, a few clear reasons emerged: