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I guess the competition (i.e., Detective Pikachu, John Wick: Chapter 3, Aladdin, Godzilla: King of the Monsters, etc.) were more than enough to slow down Endgame.
Regardless if it was able to pass Avatar or not, Endgame's incredible run to $2.7 billion and 2nd all-time in box office gross is nothing short of incredible. A lot of people expected big numbers, but probably not to this extent. It shows that the MCU's brand power is even stronger now and any popular movie series can reach such potential with the right marketing, the right production team, the right casting, and the right execution. It's difficult, but it can be done if given the type of care the MCU was given. Hell, I am not sure if anyone would have ever thought Avatar's record would have come close to being broken, let alone almost past by a comic book superhero movie, which have had their success stories, but nothing like what the MCU was able to develop.