Disney and Marvel’s “Deadpool & Wolverine” snared $38.5 million in Thursday previews.
The latest entrant in the Marvel Cinematic Universe is one of the most anticipated releases of 2024 and the first R-rated film in the comic book franchise.
"Thursday previews have become an integral part of the release strategy for most major studio releases," said Paul Dergarabedian, senior media analyst at Comscore."Thursday previews not only provide early access to eager fans who can't wait to see the latest blockbuster on the big screen ahead of their official debut, but also provide a key indicator of the potential opening weekend box office to the studios, analysts and journalists alike.
Movie theater operators told CNBC they don't expect the R-rating to deter moviegoers. In fact, it's likely a selling point for the film.
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