James Cameron is once again congratulating Marvel after Avengers: Endgame overtook Avatar to reclaim the worldwide box office title.
The superhero blockbuster returned to theaters in September as Avengers: Endgame: Encore, boosting its lifetime earnings. Cameron responded with artwork welcoming Iron Man to Pandora, continuing a friendly rivalry between two of Hollywood’s biggest theatrical successes.
Na’vi in Avatar – 20th Century Studios, YouTube
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His acknowledgment also extends a decades-old tradition of filmmakers celebrating the movies that surpass their own records.
Cameron Welcomes Iron Man to Pandora
In an October 16 social media post, Cameron shared an illustration showing Iron Man surrounded by the Na’vi.
“You are one of the people,” the artwork declares.
https://t.co/zZwgpQbbnc
— James Cameron (@JimCameron) October 16, 2026
The accompanying message congratulates Marvel on its achievement and thanks the studio for bringing moviegoers into cinemas. Cameron’s response celebrates the theatrical success of the film that displaced his own.
According to Box Office Mojo, Endgame has reached approximately $2.94 billion worldwide following its latest release.
The Encore presentation includes additional footage connecting the 2019 blockbuster to the upcoming Avengers: Doomsday. Those additions gave Marvel fans another reason to revisit the film on the big screen after years of availability at home.
Endgame and Avatar Trade the Top Spot Again
This is familiar territory for Cameron and Marvel.
Endgame first surpassed Avatar in 2019, prompting Cameron to share congratulatory artwork featuring Iron Man alongside Pandora’s floating, jellyfish-like creatures. Avatar reclaimed the lead following its 2021 theatrical rerelease, and Marvel returned the gesture.
Congratulations to @JimCameron ,@JonLandau , and ALL of Na’vi Nation for reclaiming the box office crown! We love you 3000. @OfficialAvatar https://t.co/WlMWRcL15y
— Marvel Studios (@MarvelStudios) March 13, 2021
The latest reversal adds another chapter to their competition. It also demonstrates how theatrical rereleases can reshape the all-time rankings long after a movie’s original run.
Disney’s Premium Strategy Helped Boost Endgame’s Earnings
These records measure cumulative ticket revenue rather than attendance or inflation-adjusted earnings. A return engagement can therefore prove decisive when films are competing at such extraordinary totals.
Disney gave Endgame a carefully structured return. As That Park Place previously reported, the studio reserved the most complete presentation, including exclusive additional footage, for IMAX and Infinity Vision screenings. Fans seeking the full experience consequently had an incentive to purchase more expensive tickets.
Scene from Avengers: Endgame – Marvel Entertainment, YouTube
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Infinity Vision locations accounted for approximately 52% of the rerelease’s $26 million domestic opening weekend. Including IMAX, premium formats generated roughly 63% of that revenue. Higher ticket prices helped Endgame lead the weekend in revenue, although it may have sold fewer tickets than its closest competitors.
That distinction does not diminish the revenue milestone, but it complicates attempts to treat the record as a straightforward measure of audience size. Disney combined nostalgia, new Marvel footage, and premium pricing to help an established blockbuster climb the worldwide rankings once again.
A Hollywood Tradition Dating Back to Jaws
Whatever the strategy behind the record, Cameron’s congratulations follow a longstanding Hollywood custom.
As Business Insider recounts, Steven Spielberg purchased a full-page Variety advertisement congratulating George Lucas when Star Wars surpassed Jaws in 1977. Its illustration showed R2-D2 reeling in Spielberg’s famous shark.
Lucas reciprocated when E.T. the Extra-Terrestrial took the lead in 1982. He later congratulated Cameron when Titanic surpassed Star Wars in 1998.
Marvel received a similar acknowledgment earlier this year for a separate record.
An image from Spider-Man Brand New Day – Sony
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In September, Spider-Man: Brand New Day surpassed Star Wars: The Force Awakens to become the highest-grossing movie in North America.
Lucasfilm marked the occasion with a congratulatory message and Spider-Man artwork declaring, “The Force is strong with you!” That achievement concerned domestic earnings, while Endgame has reclaimed the worldwide record.
Together, Cameron’s message and Lucasfilm’s salute to Spider-Man demonstrate that Hollywood’s custom of congratulating box office rivals remains alive. The records keep changing hands, but the filmmakers behind them still find room to acknowledge each other’s success.
What do you think of this tradition? Sound off and let us know!
