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The July 28, 2017 date is one six new dates that Marvel has announced within the past week (see "Marvel Grabs Five Movie Dates," and "Marvel Grabs 'Amazing Spider-Man 4' Date"), as Marvel and Disney respond to Warner Bros. and DC’s more aggressive slate of superhero movies.
The Guardians of the Galaxy movie that opens next week continues to impress the critics--it currently has a 100% positive rating on review aggregator Rotten Tomatoes and analysts are predicting an opening weekend north of $60 million, which would be impressive for a property that had zero visibility outside fandom just a few years ago.