James Cameron congratulates Marvel for 'Avengers: Endgame' success as is tradition

James Cameron has continued a long-held Hollywood tradition by congratulating Marvel Studios for its box office success with Avengers: Endgame, which recently toppled his film Titanic at the all-time box office. Endgame’s BO total currently stands at $2,272,706,419 (£1.75 billion), making it the second-highest-grossing film of all time.

Only Cameron’s Avatar stands in the way now (as long as we don’t adjust for inflation) with its box office total of $2,787,965,087 (£2.14 bn), ripe to be toppled over the next few weeks.

Since 1977 there has been a tradition upheld by Hollywood’s biggest directors and studios to congratulate each other when their films broke box office records.

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Steven Spielberg started it when he posted an ad celebrating his friend George Lucas after Star Wars: A New Hope beat his own movie Jaws in domestic sales of film rentals.

Kathleen Kennedy and Lucasfilm recently followed suit congratulating Marvel Studios for Avengers: Infinity War earning the biggest opening weekend box office in history, a title Star Wars: The Force Awakens had held until now.

Check out the slideshow to see some above to see more of the congratulatory ads and posters directors have made over the last forty years.