The Marvels recently announced its first weekend sales and is truly a disaster for Marvel superhero movies.
Released on November 10, the Marvel Cinematic Universe’s blockbuster The Marvels caused a huge disappointment when it only earned 110 million USD globally after its first week of release. This is the number considered by the audience to be the company’s biggest “flop” ever. Are audiences increasingly bored with Marvel?
Revenue “hit bottom” in Marvel cinema history
After many postponements, The Marvels officially debuted last weekend, November 10. However, the film only grossed 47 million USD in the North American market. This number is even lower than the previous two biggest Marvel flops: The Incredible Hulk (2008) with 55.4 million USD and Ant-Man (2015) with 57.2 million USD.
The Marvels’ revenue from the international market was also less positive when the film only reached 63.3 million USD. Total opening worldwide revenue was only 110 million USD, reaching the lowest level in MCU history.
Disney expects the film to earn $140 million or more in North America to offset the $220 million production cost of this blockbuster.
As revealed by Marvel Studio, the production cost of The Marvels is 220 million USD and 100 million USD in promotion costs. With a total of 320 million USD, it is clear that the opening revenue of 110 million USD is an alarming signal about the project’s ability to pay back capital.
“Critic” reviews from the audience
Besides revenue, The Marvels also received an average Cinema Score of B. This is also the third consecutive time Marvel movies have received a B score, after Eternals and Ant-Man and the Wasp: Quantumania. This shows the audience’s boredom with the Marvel cinematic universe.
In general, the cause of Marvels’ failure comes from the “massive” production of unnecessary and lengthy movies. Accompanied by the appearance of many superheroes, the Marvels universe becomes increasingly “diluted” and faded with each passing year.
Instead of focusing on quality, Marvel Studios is pushing the number of movies to milk and end.
Director David A. Gross also commented: “This opening is an unprecedented box office collapse for the Marvel brand. It is true that strikes have affected the film’s promotion process, but they are not the cause of this modest number.” It is known that The Marvels is a blockbuster film that follows the prequel Captain Marvel, a work that brought in billions of dollars in revenue in the North American market.
Overall, the failure of The Marvels is a wake-up call for Marvel Studio in maintaining its appeal to the public. The company needs to make timely adjustments to restore its position.
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