AMC Theatres is bracing for one of the biggest weekends ever at the box office when Marvel Studios’ Avengers: Endgame premieres.
Seventeen of the theater chain’s locations are scheduled to remain open for more than 72 hours straight to accommodate demand for the opening weekend.
Theater owners are pulling out all the stops to schedule additional screenings for the new “Avengers,” which could gross about $260 million in the U.S. and Canada during its opening weekend, according to people who have reviewed pre-release audience surveys.
AMC and other theaters have been scheduling late-night and early-morning screenings for the movie in order to make up for its three-hour runtime, which limits the number of showings cinemas can schedule during more traditional screening hours. AMC said an additional 18 theaters will stay open around-the-clock Thursday through Saturday or Friday through Sunday, and 29 more will operate continuously Thursday through Friday.