There is little doubt that when the franchise "Harry potter" finally ended after a decade of presence at the multiplex, she could do non-profit epically mode. But only when "deathly hallows, Part 2" actually began last Thursday screens lighting at midnight the scope of his power to box-office become evident: the film raked in a record 43.5 million to these early projections and ends up shattering the three days of opening registration of the "Dark Knight."

"While I assumed it would have the best beginnings of"Harry Potter"of all time, I have enough wasn't sold on the fact that it might overshadow the 'dark knight' folder, since none of the previous films, although very successful, to have never approached this impressive, despite the filmdom some more rabid has ever known,", said Jeff BockAnalyst at the box-office for Exhibitor Relations. "It was monumental, as it seems that everyone wanted to be a part of the discussion, everyone wanted to say goodbye to my friends, and everyone wanted to live the magic on the big screen once more."

But not everyone wanted this magical experience in 3D. Although "deathly hallows, Part 2" benefited the largest launch 3D ever, according to box office mojo, a majority of ticket buyers choose 2 - D projections, with only 43 per cent of its total gross coming from projections 3D ("Transformers: dark of the Moon" earned by comparison, 60 per cent of its gross projections 3d opening). Also, although the opening of "deathly hallows", Part 2 marks the second largest opening 3D after "Alice in Wonderland", last "Potter" not a must-see 3-d film - this is a must-have pop culture.

But insiders predicted difficult how intense would be the envy of get-output-to-the-theater. Phil Contrino, editor of Boxoffice.com, pointed to social networking sites social as the key factor which has awareness and led sales of tickets in the days prior to the release. The Facebook page of the franchise has added new 870.000 "like" last week and Twitter has registered more than 225,000 tweets in this time. "It shows clearly that even casual fans of the series were excited about the latest opus", he said. "You cannot beat records with just pure amateur - you have to broaden the base.". This is exactly what "part 2". »

Just do not do what did "Avatar." Sci-fi flick of James Cameron built slowly and remained at the top of box office weeks. "Deathly Hallows, part 2," on the other hand, faced a decline in lourdes, 53 per cent from Friday to Saturday, showing that the film, as blockbusters before it, was a theatrical event of frontloading. While safe, it will become the greatest film of the summer, these assistants will be not able to compete with the large foreign blue of Cameron, who was driving "Avatar" to $ 2.8 billion in the world.

"While the overall grosses of"Avatar"and"titanic"is likely to be out of reach, expect a deathly, part 2' to become the third best film grossing non-English never, once output theatres and exceeds them ' Lord of the Rings: the return of the King,' which hauled to 1.1 billion worldwide," Bock said.

"Harry Potter", then, is to destabilize "Star wars" to become the most lucrative franchise in film history. While some franchises struggling to hold the first success (see this summer "Transformers" and "Pirates of the Caribbean" films), "potter" has no problems. The example that Warner Bros. has set with his boy assistant is that other studios recapitulation of franchises are well advised to follow.

"'potter' fans grew and did not abandon the series, but this could happen with Twilight","Contrino said." "You have to mature at the same rate as your audience. The "potter" series grew darker and more compelling than its old audience. It worked perfectly. »

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