Marvel’s superhero saga, the Marvel Cinematic Universe, has been facing challenges in winning back fan approval since the 2019 release of Avengers: Endgame. The most recent movie under the franchise, The Marvels, has also suffered a similar fate, experiencing the lowest domestic box office opening in the MCU.
This setback not only marks a lackluster release for the franchise but also raises concerns about the MCU’s trajectory post-Endgame, especially with the departure of its key stars. Despite Brie Larson’s MCU debut making over $1 billion, The Marvels has been struggling at the box office, and its failure can be attributed to various factors.
The SAG-Aftra Strike Prevented The Marvels’ Promotions
The Marvels boasted a star-studded ensemble, including Brie Larson, Samuel L. Jackson, Teyonah Parris, and Iman Vellani in the lead roles. Unfortunately, with the now-resolved SAG-Aftra Strike, none of the stars of the movie could participate in promotional activities.
Critics have lauded the on-screen chemistry among the three lead actors, which could have been a valuable asset for the movie’s marketing drive. However, the strike’s impact restricted promotional efforts, leading to only director Nia DaCosta and composer Laura Karpman engaging in press tours.
The Loki Season 2 Finale Potentially Overshadowed The Movie
Since its release in 2021, Tom Hiddleston’s Loki has been a fan-favorite MCU TV series. The second season of the show had been among the highly anticipated MCU projects, and fans religiously followed up with it as well.
Interestingly, the season finale, which is also believed to be the series finale, was released a day before The Marvels hit the theaters. The exceptional quality of the finale potentially set the bar so high that the Brie Larson starrer would have been unable to keep up with it, leading fans to prioritize the Loki season 2 finale instead of going out to theatres for The Marvels.
The Marvels Had a Terrible Script and an Awful Villain
The Marvels is believed to have had several scripting issues that extended into the production phase, prompting numerous reshoots earlier in the year. While some of the sequences seem forced, others do not appear to align with the overall narrative. In addition to script concerns, the main antagonist of the film, Dan-Benn, portrayed by Zawe Ashton, has also become a focal point of criticism.
While the actress is praised for her performance, the character lacks a compelling arc that resonates with the audience. One of the significant drawbacks of the film is also considered to be the lack of mention of the Multiverse Saga’s central antagonist, Kang the Conqueror, leaving the film distant from the MCU.
The Expansive Scope of the MCU Has Become a Challenge
Over the span of a decade, the Marvel Cinematic Universe has evolved from a film-centric franchise to encompass numerous TV shows and special editions. Many fans, however, have been unable to keep up with the extensive content the studio has to offer in theatres and on the streaming service Disney+.
Apart from Brie Larson’s Captain Marvel, The Marvels features two superheroes, Kamala Khan and Monica Rambeau, who were introduced through Disney+ shows, Ms. Marvel and WandaVision, respectively. It may have caused fans, who prefer to follow up with the cinematic releases only, to feel somewhat disconnected and less enthusiastic about the movie.
Audience Has Become Weary of Superhero Movies
The superhero genre has enjoyed box office success since the late ’70s. And the introduction of cinematic universes has continued the trend for the past decade, as not only MCU or DCU but several others have also seen quite the success in the genre. However, the audience’s enthusiasm for superhero films seems to be waning.
2023, specifically, does not seem to be a remarkable year for the genre, as most of the films from both MCU and DC Universe have been unable to make it big at the box office. The shift is evident when looking at the highest-grossing movies of the year so far. The three highest-grossing films of 2023 include Barbie, The Super Mario Bros. Movie, and Christopher Nolan’s Oppenheimer. The outlook for a strong box-office reception also seems uncertain for DC’s upcoming Aquaman sequel.
Following the lowest opening in the MCU history, The Marvels faced a significant setback during its second weekend at the box office. As per Box Office Mojo, so far, the movie has grossed $161 million worldwide. Considering the film was made with an estimated $220 million budget, many have already designated it to be a box office bomb.
The Marvels is playing in theatres.
