"The things we do for love," is how a Marvel fan reacted when he managed to book a 1.40 am the show for Avengers: Endgame. It seems odd to quote Jaime Lannister from Game of Thrones in the "Avengers" context but such is the frenzy that fans will watch any show they can over the weekend -- whether at 1.40 am or at 6 am -- even if it means spending big bucks. And still, no tickets are available. To accommodate the demand for the last of the Avenger series, which releases on Friday, some theatres are running shows 24X7.

"It is the biggest craze we have seen for a Hollywood film... The demand is ferocious... As far as IMAX is concerned, it is unprecedented. This is the first time a film is sold out all days of the first week even before a single show has played out. Almost the entire week is sold out," said Kamal Gianchandani, CEO, PVR Pictures.