James Cameron, about 10 hours ago, tweeted his congratulations to Kevin Feige and team for surpassing Titanic in global box office earnings. Avengers: Endgame is now the second highest grossing film of all time, making more than $2 billion in just 11 days. Avatar is still in top position at $2.8 billion (for now), and it remains to be seen if the Marvel team will receive Cameron’s congratulations for the second time.
Here is the poster in question:
Cameron’s gesture is not a new one. This is a tradition that started with Steven Spielberg and George Lucas. Spielberg sent Lucas his congratulations when Star Wars beat Jaws in domestic film rentals. Lucas then returned the sentiment by doing the same for Cameron when Titanic won out against Star Wars.
Here are both the posters, from Spielberg and Lucas respectively:
Lucas kept it short and sweet, merely stating his congratulations. Spielberg and Cameron both wrote a note to go with the posters created. Lucas probably felt the elaborate design of his poster conveyed everything he needed to say, especially held in contrast to the simpler images Spielberg and Cameron put forth.
The success of Avengers: Endgame does cement it, as well as the entire MCU, in our cultural consciousness. Years from now, the generations after us will still be watching these movies. Titanic was released 22 years ago, yet it feels so recent in my mind, given the sheer number of times I have indulged in the movie. While Avengers: Infinity War is clearly the superior movie, Avengers: Endgame contains greater nostalgia and closure, inviting more people to partake and sustain its momentum for years to come.