"Avatar 3" Earns 500 Billion Won in Opening Week... North American Sales Drop 30% Compared to Predecessor

Falling Short of Industry Expectations
Long Runtime Cited as a Key Factor

The film "Avatar: Fire and Fury" (hereafter "Avatar 3") earned over 500 billion won worldwide during its opening week, but its performance in the key North American market was more than 30% lower compared to its predecessor.

According to Box Office Mojo, a U.S. box office tracking website, as of the 21st (local time), "Avatar 3" recorded global revenue of 345 million dollars (approximately 510.9 billion won). The film earned 88 million dollars in North America and 257 million dollars in regions outside North America.

The third film in the Avatar series, "Avatar: Fire and Fury," which was released on the 17th, recorded ticket sales that somewhat fell short of the previous installment's box office performance during its opening week. Photo by Yonhap News

The movie premiered in South Korea on the 17th and began screenings in major markets such as the United States and Canada on the 19th. The issue lies in its North American performance. The previous installment, "Avatar: The Way of Water," released in 2022, earned 134 million dollars during the same period, making the current figure 34% lower. It also fell short of industry projections, which ranged from 100 million to 125 million dollars.

Experts cited the long runtime of 3 hours and 17 minutes as the primary reason. They also pointed out that, unlike the ten-year gap between the first and second films, the three-year gap before the third installment led to lower anticipation. Some critics further noted a lack of technological innovation compared to the previous films.

However, the Avatar series has historically performed better in the later stages of its release than in the initial weeks. There are projections that this installment could also see increased revenue through extended runs and a focus on premium formats such as IMAX.

In South Korea, approximately 1,299,000 people (with a market share of 65.7%) watched the film over the three days from the 19th to the 21st, making it the number one box office hit. The cumulative audience has reached about 1,744,000.