Star Wars: The Force Awakens has already earned domestically $544.6 million and has crossed the $1 billion mark worldwide, thanks in part to audiences going back to see the movie a third and fourth time.
Disney distribution president Dave Hollis spoke to The Hollywood Reporter and explained that Force Awakens continues to break records because of its audience broadening and repeat viewings.
"The speed with which records are falling is a testament to the audience broadening out. And you can't do these kind of numbers without extraordinary repeat business. We know anecdotally people are seeing it three and four times. Everyone wants to be part of something that has become a cultural phenomenon," said Hollis.
While traditionally males have been making up a large portion of ticket sales for Star Wars, interest among females continues to increase. This could be in part to Daisy Ridley's character, Rey, the film's main protagonist.
Early indications are showing that The Force Awakens is expected to hit $1 billion domestically. Star Wars: The Force Awakens (reviewed here) crossed the $1 billion mark worldwide in ten days, without opening in one of the largest box office markets, China.