The Marvels' Takes Title of Lowest North American Opening for an MCU Film from The Incredible Hulk in Box Office Struggle
In a surprising turn of events, superhero blockbuster "The Marvels" faced a staggering setback at the box office, taking the spot of having the lowest-ever North American opening for a Marvel Cinematic Universe film from The Incredible Hulk, which took $55.4m on its first weekend in June 2008.
Starring Brie Larson, Iman Vellani, and Teyonah Parris, the movie garnered only $47 million in its first weekend, a stark difference from the record-breaking $1.2 billion achieved by "Avengers: Endgame" in 2019 and even trailing behind the recently released "Five Nights at Freddy’s (FNAF)" movie.
The film's performance was down 67% from its predecessor, "Captain Marvel," and faces a significant challenge in recovering its $220 million production cost.
Various factors are believed to have contributed to the struggles of "The Marvels." The recently concluded actors' strike impacted promotional efforts, limiting cast involvement in marketing activities until its resolution. Additionally, the growth of streaming services and an oversaturation of superhero content may be diverting audiences from theatres. Questions have also been raised about whether superhero fatigue is setting in, considering the genre's saturation with successful blockbusters in recent years.
Despite the financial challenges, "The Marvels" managed to secure $63 million at the international box office, resulting in a worldwide opening of $110.3 million. However, this pales in comparison to the MCU's previous triumphs.
Directed by Nia DaCosta, the first Black woman to oversee a Marvel film, "The Marvels" received mixed reviews. While Forbes suggested superhero films no longer feel essential, Screen Rant pointed out a surprising positive note - a better-than-expected Rotten Tomatoes audience score after initial negative reviews.
As Hollywood grapples with changing audience dynamics and evolving preferences, the box office fate of "The Marvels" serves as a notable chapter in the ongoing narrative of the superhero genre's place in contemporary pop culture.
