Disney‘s Marvel Cinematic Universe is no longer a bulletproof box office franchise.
That much is clear after “The Marvels” misfired with $47 million in its opening weekend to land the worst debut in MCU history. Initial tracking was closer to $75 million to $80 million, but those projections shrank dramatically in recent weeks to $60 million to $65 million. With bad buzz and actors like Brie Larson unable to promote the film due to the SAG strike (which finally ended on Friday), “The Marvels” didn’t even match those disappointing estimates and became the MCU’s rare flop.
Only two other films in the sprawling series (“The Marvels” is the 33rd installment in 15 years) have opened to lower than $60 million: 2008’s “The Incredible Hulk” with $55.4 million and 2015’s “Ant-Man” with $57.2 million, not adjusted for inflation. Although the MCU has been showing rare signs of wear and tear in its Spandex, the franchise’s other two big-screen adventures to open this year, February’s “Ant-Man and the Wasp: Quantumania” ($106 million) and May’s “Guardians of the Galaxy Vol. 3” ($118 million), still managed to hit triple digits in their respective debuts.
“The Marvels” also fell short of expectations at the international box office with $63.3 million from 51 territories for a worldwide start of $110 million. Disney had hoped to generate at least $140 million globally over the weekend.
“The Marvels” turnout (or lack thereof) is surprising because the passionate MCU fanbase has turned even less-embraced installments into box-office winners. Audiences flat-out rejected “The Marvels,” so it’ll struggle to rebound as the holiday season heats up with “The Hunger Games” prequel “The Ballad of Songbirds and Snakes,” Disney’s animated “Wish” and other family-friendly films in the coming weeks. That’s a problem because these comic book tentpoles don’t come cheap; “The Marvels” cost $220 million to produce and roughly $100 million to promote the film to audiences across the globe.
“This is an unprecedented Marvel box office collapse,” says David A. Gross, who runs the movie consulting firm Franchise Entertainment Research. “The strikes hurt the film’s marketing, but that’s not what’s driving these numbers.”
Box Office: ‘The Marvels’ Misfires With $47 Million, Lowest MCU Opening Weekend of All Time
Marvels was a stupid concept, the white chick (Bre Larson) is unlikable, the diversity hires they crammed in for extra diversity made it much worse, totally unwatchable for me.
The normals are getting tired of all of the woke crap being force-fed to everyone constantly. Disney is still fighting hard to ignore that.
Sigh, I wonder which golden goose Disney will buy for the slaughter next.
That much is clear after “The Marvels” misfired with $47 million in its opening weekend to land the worst debut in MCU history. Initial tracking was closer to $75 million to $80 million, but those projections shrank dramatically in recent weeks to $60 million to $65 million. With bad buzz and actors like Brie Larson unable to promote the film due to the SAG strike (which finally ended on Friday), “The Marvels” didn’t even match those disappointing estimates and became the MCU’s rare flop.
Only two other films in the sprawling series (“The Marvels” is the 33rd installment in 15 years) have opened to lower than $60 million: 2008’s “The Incredible Hulk” with $55.4 million and 2015’s “Ant-Man” with $57.2 million, not adjusted for inflation. Although the MCU has been showing rare signs of wear and tear in its Spandex, the franchise’s other two big-screen adventures to open this year, February’s “Ant-Man and the Wasp: Quantumania” ($106 million) and May’s “Guardians of the Galaxy Vol. 3” ($118 million), still managed to hit triple digits in their respective debuts.
“The Marvels” also fell short of expectations at the international box office with $63.3 million from 51 territories for a worldwide start of $110 million. Disney had hoped to generate at least $140 million globally over the weekend.
“The Marvels” turnout (or lack thereof) is surprising because the passionate MCU fanbase has turned even less-embraced installments into box-office winners. Audiences flat-out rejected “The Marvels,” so it’ll struggle to rebound as the holiday season heats up with “The Hunger Games” prequel “The Ballad of Songbirds and Snakes,” Disney’s animated “Wish” and other family-friendly films in the coming weeks. That’s a problem because these comic book tentpoles don’t come cheap; “The Marvels” cost $220 million to produce and roughly $100 million to promote the film to audiences across the globe.
“This is an unprecedented Marvel box office collapse,” says David A. Gross, who runs the movie consulting firm Franchise Entertainment Research. “The strikes hurt the film’s marketing, but that’s not what’s driving these numbers.”
Box Office: ‘The Marvels’ Misfires With $47 Million, Lowest MCU Opening Weekend of All Time
Marvels was a stupid concept, the white chick (Bre Larson) is unlikable, the diversity hires they crammed in for extra diversity made it much worse, totally unwatchable for me.
The normals are getting tired of all of the woke crap being force-fed to everyone constantly. Disney is still fighting hard to ignore that.
Sigh, I wonder which golden goose Disney will buy for the slaughter next.
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