In a disappointing turnout, Walt Disney’s latest movie, The Marvels, failed to meet expectations during its opening weekend, generating only $47 million in domestic ticket sales.
Disappointing Performance for The Marvels
Despite earlier estimates forecasting opening sales to be around $75 million to $80 million, The Marvels fell short of those projections. This makes it the worst-performing movie in the Marvel Cinematic Universe franchise during its opening weekend.
Factors Contributing to the Disappointing Results
The recent resolution of an actors’ strike, which prevented stars such as Brie Larson from promoting the film’s release, likely played a role in the underwhelming performance.
Lackluster International Sales
Internationally, The Marvels brought in $63.3 million, resulting in a total worldwide revenue of approximately $110 million. Although these figures seem substantial, they still fall below the expected earnings. It’s worth noting that the production budget for the film exceeded $200 million, with an additional $100 million spent on promotion, as reported by Variety.
Evolving Audience Tastes
Comscore’s senior media analyst, Paul Dergarabedian, highlights that superhero and action films, once considered infallible genres, are now facing challenges as audience preferences evolve. Moviegoers now have myriad options available across various streaming platforms and other mediums. As a result, studios must strive to deliver unique and engaging experiences instead of relying on formulaic approaches.
Disney’s Adjusted Plans
In response to these developments, Disney has made adjustments to its release schedule. Four other Marvel Cinematic Universe films, including Deadpool 3, have been postponed until mid-2024, and Captain America: A Brave New World is now slated for a 2025 release. In light of cost-cutting efforts, Disney CEO Bob Iger has already indicated that the studio will reduce its spending on Marvel productions.
The Future of Action Films
Despite this setback, moviegoers can look forward to more action films during the upcoming holiday season. Notable releases include Lions Gate Films’ The Hunger Games: The Ballad of Songbirds & Snakes and Sony’s Napoleon. Additionally, Disney has an animated adventure feature titled Wish, scheduled to open over Thanksgiving weekend.