Marvel Studios’ The Marvels has not experienced a boost in its weekend grosses despite a last-minute promotional push by star Brie Larson on The Tonight Show and at a theater in NYC post-actors strike. The film is expected to open with modest earnings of approximately $47M-$52M, marking the lowest ever for Disney’s Marvel Cinematic Universe. Adding to this, The Marvels has received a B CinemaScore from audiences, further contributing to its underperformance.
Many reasons have been proposed for the film’s lackluster opening, with some attributing it to superhero fatigue and an oversaturation of content on Disney+. The failure of The Marvels is said to be a sign of a struggling brand that is in need of revitalization. The film’s misfire has raised questions about Marvel Studios’ strategy of spreading the Marvel Cinematic Universe thinly across TV shows and movies, as well as its overreliance on streaming platforms.
It’s been suggested that the lack of pre-release marketing and promotional efforts, as well as the inability to generate buzz at events like San Diego Comic-Con, have contributed to the film’s underperformance. Meanwhile, the success of Universal/Blumhouse’s Five Nights at Freddy’s, which debuted on Peacock, has raised questions about Disney’s ability to engage fans.
Ultimately, The Marvels’ disappointing performance indicates a need for Marvel Studios to rethink its approach to content distribution and marketing. The film’s lack of success has highlighted the potential pitfalls of Disney’s current strategy and the challenges it faces in maintaining the Marvel brand’s appeal.
It’s clear that The Marvels’ failure is not solely due to superhero fatigue, but rather the result of a larger issue with Disney’s approach to the Marvel Cinematic Universe. As the studio focuses on making better movies and reevaluating its strategy, it remains to be seen how it will address the challenges posed by the changing landscape of content distribution.
