"Avengers: Endgame has already earned more money in just five days than 17 of the 21 previous films in the Marvel Cinematic Universe did in their entire theatrical run (including Captain Marvel). The Wrap reports that it's the first time in history a movie has earned over a billion dollars in just its first weekend.

It demolished the record $640,521,291 global box office opening for the previous Avengers movie, Infinity Wars, in 2018. This weekend the sequel earned $1,209,000,000, with both Avengers films earning more than the next-biggest-opening films The Fate of the Furious and Star Wars: The Force Awakens.

In fact, "In one fell swoop, Avengers: Endgame has already made more than movies like Skyfall, Aquaman and The Dark Knight Rises grossed in their entire runs, not accounting for inflation," reports USA Today:
To accommodate demand, Disney released Avengers: Endgame in more theaters (4,662 in the U.S. and Canada) than any opening before. Advance ticketing services set new records. Early ticket buyers crashed AMC's website. And starting Thursday, some theaters even stayed open 72 hours straight. "We've got some really tired staff," says John Fithian, president and chief executive of the National Association of Theater Owners. "I talked to an exhibitor in Kansas who said, 'I've never sold out a 7 a.m. show on Saturday morning before,' and they were doing it all across their circuit.""


This kind of growth is not sustainable, but every one of these films has to basically shatter records now to be a success.

Expect failures to start happening once people get fatigued of the marketing hype, in the same way we saw in gaming with COD/BF