Funny thing is, I know some people who do watch movies on the internet, and if they really like a movie, they will go see it again in the theater. So, in this case, the bootlegs worked in favor for the theaters/studios.
I also want to make a note of something, I was realizing this last Wednesday. When I went to the marathon, it was held inside a mall. Malls generally close at about 9:00, or at least the stores do. But, with the all of the people that The Avengers brought, it also brought in customers, by the droves, to the nearby restaurants and coffee houses. So, I like to look at it, as The Avengers is also stimulating the economy for a bit. Not too shabby for a mere comic book movie.