As “Avengers: Endgame” has raced its way to and beyond the highest-grossing film record held by “Avatar,” questions have arisen about how Hollywood determines what movie is considered the biggest earner. After all, “Avatar” was released in 2009, so wouldn’t a fairer comparison to 2019's “Endgame” be adjusted for inflation? Well, it’s not that simple. There’s a reason the film industry doesn’t measure the success of modern movies against those of the past – movie ticket inflation isn’t an exact science. There are so many factors behind what makes a movie a box-office success and those factors have changed since the earliest days of cinema. For one, consumers have many more choices of what to spend their money on when it comes to entertainment. Even if you exclude sporting events, concerts and at-home entertainment such as streaming services and video games, just the sheer number of options of what movie to see in theaters is so much larger than 50 years ago. Another major reason that Hollywood doesn’t adjust for inflation is the number of foreign markets films are now released in. Analysts would have to dive into each global market to determine the inflation rate in each country, a task that is nearly impossible considering most films are released in more than 100 markets during their initial run.