The Force Awakens has been breaking all sorts of records lately, but there is one mark that the movie has not hit that could change the U.S. movie industry for ever, beyond all the stuff that it has already done. The movie has already broken the record for most money made in the U.S, which was $750 Million, and under the right conditions, the movie can finish with as much as $930-$950 Million, which in itself is beyond astonishing. The record would be broken by nearly $200 Million, but what would the media be like if the movie were to go the extra distance and crack $1 Billion in the U.S.?

Would it be a good idea for Disney to spend extra money for The Force to squeeze out the extra $50-70 Million? They could pay to have the movie run longer, and they could do do more promotions and specials to keep people going back to see the movie.

But why? Because even though they have already broken the record, reaching another milestone that's so much further ahead could potentially bring in unprecedented amounts of extra publicity and media attention.

Would spending all that extra money be worth it for all the attention, do you think that it's a good idea?

After all, if there's someone or something that you know is going to break a record, what do you care about the most? Do you care more about the point when the record is broken, or how far they can go?

Plus, if they do enough stuff to actually make people want to see the movie again and again, isn't that win win for both the movie goer and Disney if it works out in the end?

At first I thought the question would be, "Will Disney try to outbeat Lucas in merchandising the movies with silly characters."

Anyway, like any private business Disney is motivated by profits. If letting the movies in theaters at present levels of showings is profitable they will keep showing the movie. I do not believe they would try to expand the marketing since the word of mouth and the general hype surrounding the movies is still strong.

Besides the media talk abundantly about it for all the records it is breaking. Hell, according to Box Office Mojo it is the 17th most profitable movie of all time when adjusted for inflation (Gone with the Wind is number 1). Plus review sites like Rotten Tomatoes still rank it over 90 percent. So why spend more when your product basically sells itself?

janus : We're not talking about now, we're talking about later, weeks from not for an attempt at a record that could last for decades.

Disney is, for lack of better words, a company. They pounce on things that make money, not entertainment. If we're talking about what would Disney do, heck yes. Merchandising! Merchandising! Split the last movie like Voldemort's soul! Would I do it? No.

Then, as I said, I think Disney will not try to push the marketing too far unless they could REALLY make more money out of it. They do not want to push fans and the public to a fatigue level that will annoy them and maybe not make them watch episode VIII if ever it is planned.

janus : Both episode 8 and 9 have already started filming and development.

I personally would love to see that happen, imagine how cool it would be to see a movie hit that mark?

I would fully support if they decides to do that.

No doubt it would be cool to see the most successful box office hit in our lifetime. However, other than "pride" what difference would it make for Disney? You say that the next two episodes are already in the making / "brainstorming"; why try to push for records RIGHT NOW?

SeveredGodGear : Not if they push movie goers to the point of fatigue

janus : Usually a movie needs 6-14 months after it's completed before its released, so not only are episodes 8 and 9 in production, but the first two anthrology films are as well. I'm also exceptionally excited for the Han Solo film.

First impressions make everything, if Disney can go even more beyond what they have done with Force, it will only lead to more success and profit in future movies. If the 1st was average, the rest wouldn't get as much hype, but if it can break even more records, they would strive to make the future movies just as good so they can keep making the same amount of money with each movie.

I do not completely agree. The name "Star Wars" is usually enough to attract crowds. Even though the prequels sucked they still amassed a handsome sum of money. But now that it broke the (nominal) best-grossing movie barrier, I do not see the point of squeezing even more money out of it, lest they want to beat the inflation-adjusted result of Gone with the Wind, which stands at about 1.3 billion.