With the release of the extremely anticipated Avengers: Endgame just around the corner, preparation for its release has been underway by movie theaters across the country. The film has not even been released but has already broken the previous movie ticket pre-sale record. To satisfy the demands of fans and viewers coming to watch the film, the American movie theater chain AMC is going to be working round the clock following its release with 17 theaters staying open for 96 hours straight, Thursday through Sunday. 

From Thursday (25th) to Friday (26th), 29 locations of the chain will be open 24 hours to satisfy crowds. Another 18 locations will also be extending hours starting either Thursday or Friday and running until Sunday (28th). This is only the beginning, as AMC claims to be adding even more showtimes on its various locations in order to “satisfy Marvel fans”. This is ultimately a strategy for extreme profit to be made and make competition more rigorous with the added accessibility of showtimes. It will be interesting to see how AMC intends to compensate for the labor required to run under such continuous circumstances.

Endgame will definitely be a milestone for superhero films in terms of box office gross, with the coming film being the result of over ten years of films that started with Jon Favreau’s Iron Man. Even with how superhero films have become the contemporary version of the western, there will possibly exist a leveling out of the cinematic playing field following the end of the Marvel Cinematic Universe’s third phase under Kevin Feige.

Avengers: Endgame will hit US theaters on April 26.