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It looks as though we are witnessing cinematic history in the making. With another extremely profitable week spent atop the weekend box office, Star Wars: The Force Awakens has leaped within striking distance of James Cameron’s Avatar to claim the title of highest grossing movie in North American history. The J.J. Abrams-directed blockbuster snagged another…

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Nothing else stood a chance. A number of factors played a role in Star Wars: The Force Awakens’ never before seen record-breaking opening weekend of $238 million: the huge following and sheer dedication fans have to the brand, the massive marketing campaign embarked launched on behalf of the film, no fellow blockbuster to contend with in…

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