'The Marvels' box office failure forces Disney to revisit superhero movies

The figure is much lower than the expectations for The Marvels . Previously, Disney expected the film to earn $140 million or more in North America (for a blockbuster with a budget of up to $270 million). The Marvels ranks as one of the worst global debuts in the history of the Marvel Cinematic Universe (MCU). The difficulty for The Marvels comes when it has to compete with the prequel The Hunger Games: The Ballad of Songbirds and Snakes (in theaters November 17) and the animated family film Wish (opening November 22).

'The Marvels' thất bại doanh thu khiến Disney phải xem lại phim siêu anh hùng - Ảnh 1. — Brie Larson stars in *The Marvels*

The Marvels is the 33rd MCU film and the sequel to 2019's billion-dollar blockbuster Captain Marvel , which grossed $153 million in North America and $455 million globally in its opening weekend.

Since then, Disney has overwhelmed viewers with countless MCU films from spin-offs to sequels, TV series... Comscore senior analyst Paul Dergarabedian said: "The idea of connecting multiple universes and characters moving seamlessly between the big screen and the small screen has made audiences lose interest."

China had the biggest opening for The Marvels outside of North America with $11.7 million, followed by the UK with $4.3 million, Indonesia with $3.7 million, South Korea with $3.5 million, and France with $3.1 million. The Marvels also failed to make a splash in Imax, earning just $4.4 million in North America and $10 million worldwide.

"This is an unprecedented box office collapse for Marvel," said David A. Gross, who runs the film consultancy Franchise Entertainment Research. "The actors' strikes hurt the marketing of the film, but that's not what's driving these numbers. Since the pandemic, superhero movies have been going to streaming, and the production of poor, bad, and saturated TV series is the main cause."

'The Marvels' thất bại doanh thu khiến Disney phải xem lại phim siêu anh hùng - Ảnh 2. — Scene from the movie *The Marvels*

The Marvels ' disappointing box office performance may force Disney to rethink its strategy, as it becomes increasingly clear that audiences are less and less ready for any superhero movies on the big screen. Earlier this week, the company postponed production on four MCU sequels: Deadpool 3 , Captain America: A Brave New World , Thunderbolts , and Blade , giving the studio more time to rethink its production strategy.

With future films, Disney CEO Bob Iger recently promised a return to quality over quantity.

Paul Dergarabedian added: "After decades of loyal, unwavering fans for the MCU, the superhero genre now seems to be at a crossroads and a reassessment of what will attract audiences to theaters is necessary. Marvel is a huge brand that still appeals to audiences around the world , but may have to come up with new strategies to ensure future success after the failure of The Marvels ."

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