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What next for the global blockbuster?

by Phil Hoad.

They’re crammed with CGI and made to appeal to as many markets as possible and exploit every franchise option. But what does the future hold for the global super-movie?

With its very first words, The Avengers lays out the stall for the next phase of global blockbuster film-making. “The Tesseract has awakened. It is on a little world, a human world.” Sure enough, the film’s tag-team of Marvel superheroes – who have been teasingly cameoing in each other’s movies in recent years – stormed together to the No 3 spot at the all-time worldwide box office.

An expanded outfit breaking out into a wider universe, it seems to mirror what’s happening to the blockbuster as globalisation continues to open up new markets. Director Peter Berg put his finger on the tumescent mood when he declared that Battleship was his attempt to make his own “super-movie”. Even the Batman franchise, the most grimly sequestered in its brooding on the American soul, has had to embrace the rest of the world, taking in Bhutan, Hong Kong and India’s most circular prison during the trilogy.

Back in 1991, Michael Eisner, then Disney chairman, described Hollywood’s future goal as “planetised entertainment”. We have now reached that point. This is your guide to the global super-movie, and where it might have left to go.

Read the rest of this article from Guardian.

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