Disney has started its marketing push for a new movie expected to surpass $1 billion in global earnings. The company is no stranger to billion-dollar successes, with films like Frozen ($1.27 billion), Zootopia ($1.02 billion), and Frozen II ($1.45 billion) among its Walt Disney Animation Studios hits. In addition, its live-action titles such as The Lion King (2019) ($1.66 billion), Beauty and the Beast (2017) ($1.27 billion), Aladdin (2019) ($1.05 billion), and Pirates of the Caribbean: Dead Man’s Chest ($1.07 billion) have also achieved this milestone.
Thanks to acquisitions of various studios, Disney now boasts even more billion-dollar films. For example, Pixar’s Inside Out 2 earned $1.69 billion, setting a new record for animated films, while Marvel Studios’ Deadpool & Wolverine reached $1.34 billion, making it the highest-grossing R-rated film. Other Disney-owned studios, like Lucasfilm and 20th Century Studios, have contributed billion-dollar films such as Star Wars: The Force Awakens, Rogue One: A Star Wars Story, and Avatar: The Way of Water.
The next big contender for a billion-dollar box office is Avatar: Fire and Ash, the highly anticipated sequel to The Way of Water (2022), which itself followed James Cameron’s original Avatar (2009). Both previous films are in the top three highest-grossing movies of all time, with Avatar earning $2.92 billion and The Way of Water reaching $2.32 billion.
The second-place film is Avengers: Endgame ($2.79 billion), another Disney production.
The movie’s marketing campaign kicked off on January 15 with the release of two concept art pieces by Empire magazine. As part of its ongoing coverage, Empire will feature more promotional material for Fire and Ash in every upcoming 2025 issue, marking the start of an expansive marketing effort. The campaign will include teasers, trailers, images, a press tour, and additional partnerships to build excitement.
Though it’s too early to predict the movie’s box office performance based on typical metrics like social media buzz or ticket pre-sales, Avatar: Fire and Ash seems poised to cross the $2 billion mark globally. This would align with the precedent set by the previous two films. James Cameron’s directorial track record—spanning films like Titanic ($2.26 billion), which ranks fourth among the highest-grossing films of all time—suggests that Fire and Ash will follow suit.
Even if the film underperforms slightly, it still has the potential to rank among the top 10 highest-grossing films of all time. If Fire and Ash grosses less than The Way of Water, it could still make $1.84 billion, surpassing Inside Out 2 and securing the eighth position on the all-time chart, trailing only the original Avatar, Avengers: Endgame, Titanic, The Force Awakens, Avengers: Infinity War, and Spider-Man: No Way Home.
Avatar: The Way of Water helped quell any concerns about the franchise’s future, particularly after a long hiatus since the original Avatar. With its impressive box office earnings, a Certified Fresh 76% rating on Rotten Tomatoes, and four Academy Award nominations, including one win, the sequel proved that the Avatar series is still a global powerhouse.
While Fire and Ash may face some challenges, its success appears all but assured.
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