The 2023 holiday movie season kicks off in style on November 10 as the 33rd installment of the Marvel Cinematic Universe, The Marvels, makes its grand debut on the silver screen. Lately, the Marvel Studios label has encountered its fair share of challenges. And, it might continue with the upcoming installment.
While Guardians of the Galaxy Vol. 3 managed to gather momentum last summer, its initial $118.4 million opening was perceived as somewhat modest for a well-established and beloved sub-franchise. It’s clear that the franchise has distanced itself from the all-encompassing enthusiasm and massive popularity that once effortlessly propelled each film to automatic blockbuster status – reminiscent of what Captain Marvel achieved over four years ago.
Will The Marvels Be The Worst Performing Film In The MCU?
The performance of Guardians of the Galaxy Vol. 3 followed the divisive reaction among fans to Ant-Man and the Wasp: Quantumania, which only managed to double its domestic opening earnings, reaching a final tally of $214.5 million.
‘THE MARVELS’ is long-range tracking to open to $50M-$75M domestically.
Pre-sales trends are currently 69% behind the pace of ‘GUARDIANS OF THE GALAXY 3’ and 42% behind ‘ETERNALS’.
(Source: https://t.co/B6z80DmMko) pic.twitter.com/shhZsjd0I6
— DiscussingFilm (@DiscussingFilm) October 12, 2023
Brie Larson effect?
— A. (@Blue_flamingo__) October 12, 2023
I was in the 35-50M crowd so for me this is too much anyway. Doesn’t matter. Another Marvel movie that will lose money.
— Foreign_gam3r (@ForeignGam3r) October 12, 2023
I miss the old MARVEL
— Tarun (@heytarunn) October 13, 2023
Marvel in their poverty era, you love to see it
— FentM (@Phantem1234) October 12, 2023
rip to the mcu we had a god run it was nice yall it lasted but alas all good things must come to an end
— @Luis mayorga gomez (@LuisMay23930054) October 12, 2023
This, along with the mixed receptions of the Disney+ streaming series within the franchise, has eroded the enthusiasm of casual fans who find it challenging to follow the intricate storyline web that the post-Endgame Marvel Cinematic Universe has seemingly evolved into, as many perceive it as disjointed.
The social media buzz surrounding The Marvels has experienced a notable decline in recent months, and there are additional worries that the ongoing SAG-AFTRA labor strike might not get resolved in time for Brie Larson and the cast to participate in the movie’s promotional activities. The potential absence of their presence on the media circuit would deal a significant blow to Disney’s endeavors to market the film as an enjoyable escapism, emphasizing its natural “girl power” message aimed at attracting underserved female audiences.
Pre-sales For The Marvels Is Pretty Disappointing
Reflecting these apprehensions, the initial pre-sales for a Marvel Studios production are registering disconcertingly low figures. Current patterns show a 69 percent lag compared to Guardians Vol. 3, a 72 percent shortfall compared to Quantumania, and a 42 percent deficit compared to Eternals.
There’s a strong likelihood that the initial demand is being overshadowed by the release of Taylor Swift’s Eras Tour this weekend, potentially providing The Marvels with an opportunity to gain momentum as the release date approaches, especially if the early reviews are favorable. Nevertheless, the initial projections indicate a significant gap to bridge when compared to recent MCU films.
Besides, November presents noteworthy competition, including The Hunger Games: The Ballad of Songbirds and Snakes and, even more prominently, Disney’s Wish, scheduled to premiere during the second and third weekends of The Marvels. It remains to be seen whether the film beats the odds and emerges as a winner or becomes another forgettable experience for the fans.
Also read: Brie Larson’s The Marvels Official Budget Makes it More Expensive Than Chris Hemsworth’s Thor 4
