When Marvel Studios announced that one of its future cinematic offerings would be GUARDIANS OF THE GALAXY, it's safe to say that many a fan probably raised an eyebrow and, perhaps, uttered an expletive. Yes, Marvel had worked its magic with Iron Man, Thor, and Captain America, and although they were relatively unknown to the general cinema-ticket-buying public there was some idea as to who these characters were due to several decades’ worth of comic history. Not so the Guardians, who have had sporadic appearances at best over the past forty five years as well as a complete change in roster. But Marvel has worked its magic once more by garnering the good will of the moviegoing public with a clever marketing campaign. The first trailer and TV spots highlighted the comedic aspects of GUARDIANS, whilst subsequent trailers and TV spots showcased the action and dramatic elements.
Well it all paid off as Marvel's GUARDIANS OF THE GALAXY has ended DAWN OF THE PLANET OF THE APES’ reign at the UK box office. GUARDIANS' four-day opening is one of the biggest ever debuts for a Marvel movie in the UK, earning £6.4 million and beating the first instalments of IRON MAN (£5.6 million), THOR (£5.46 million), CAPTAIN AMERICA (£3.3 million) and X-MEN (£4.8 million).
If James Gunn's extravaganza can earn that kind of money then there's hope for Marvel's other lesser known characters, such as Ant-Man and Doctor Strange, to open big!
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