This weekend will go a long way in determining whether James Cameron's 'Avatar: The Way of Water' will have a dominant box-office run.
— doesn't hit theaters until Feb. 17, leaving "The Way of Water" a long stretch at the box office without hefty competition.Christmas and New Year's eves can account for as much as 5% of the year's total box-office receipts, according to data from Comscore. Prior to theOf course, in the wake of the pandemic, the box office has been trailing 2019 levels by around 35%.
Compounding this is mixed word-of-mouth about "The Way of Water." While critics have lauded Cameron's visuals, saying that the movie needs to be seen on the biggest screen possible, a large portion have also Still, the movie received high marks in audience surveys, including an "A" from CinemaScore and a 93% "fresh" audience rating on Rotten Tomatoes.Director James Cameron attends the "Avatar: The Way of Water" world premiere at the Odeon Luxe Leicester Square on December 06, 2022 in London, England. Still, few in the industry are betting against Cameron.
"This second weekend has long been destined for deflated numbers due to Christmas Eve, but that's why it's so critical to view the film's run based on the strength of weekdays and weekends combined over the long holiday corridor," said Shawn Robbins, chief analyst at BoxOffice.com.
Aiding the film's box office has been a significant push for 3D and premium format tickets, which are more expensive than traditional seats. The average ticket for "The Way of Water" is projected to be around $14.76 this weekend, according to data from EntTelligence. Meanwhile,
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