June 18, 2024

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‘The Marvels’ headed for bad box office open

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Brie Larson stars as Carol Danvers aka Captain Marvel in Disney and Marvel’s “The Marvels.”


It was always going to be tough to top “Avengers: Endgame,” but what has spilled out from Disney and Marvel Studios in the wake of that epic has left fans discouraged about the franchise.

There was hope that “The Marvels,” which arrives in theaters Friday, might build on the box office success of “Guardians of the Galaxy: Vol. 3” earlier this year. But there’s a strong chance it could have one of the lowest opening weekends in the history of the Marvel Cinematic Universe.

Initial predictions saw the film opening to between $75 million and $80 million domestically, but those figures have shrunk to a range between $60 million and $65 million in recent weeks. No MCU film has opened in that range since 2011, according to data from Comscore.

The only films that have opened lower than $60 million have been 2015’s “Ant-Man,” which debuted with $57 million in 2015, and 2008’s “Incredible Hulk,” which opened with $55 million.

Read more: Disney beefs up cost-cutting plan by $2 billion

“The Marvel track record at the box office is virtually unrivaled in terms of the depth and breadth of titles, the staggering number of records broken, fan appreciation and sheer revenue generating power over the decades,” said Paul Dergarabedian, senior media analyst at Comscore.

“Unfortunately, countless spinoffs, sequels and universes in both big screen and small screen iterations, and an at times unclear marketing message have resulted in mixed critical and fan reaction and thus resulted in disappointing box office results for some of Marvel’s recent big screen offerings,” he added.

Is Marvel too much homework now?

While it’s clear that Marvel has lost out on actor promotion for the film due to the ongoing SAG-AFTRA strike, there are many other factors behind the soft expectations for “The Marvels.”

For one, “Endgame” marked the culmination of nearly a decade of interconnected storytelling and…

2023-11-09 07:08:09

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