Since 2008, when the first part of Iron Man premiered, every superhero movie from Marvel Studios has been a success. Now an era is ending, writes the AP agency. The new movie called Marvels grossed only 47 million dollars in more than 4,000 American and Canadian cinemas over the weekend, which is the least of all the parts of the saga.
The 33rd superhero film from the Marvel Cinematic Universe follows Captain Marvel released in 2019. However, it took in over 153 million dollars in the first weekend, while the new film did not even reach a third of this amount.
In foreign markets, including the Czech Republic, Marvels recorded another 63.3 million dollars, so in total, after the first weekend, they have 110 million dollars on their account. According to British the Guardian newspaper with Marvel Studios, owned by The Walt Disney Company, they can realistically start to worry that they will lose this time. The budget of the film was 275 million dollars, according to the English newspaper Variety.com magazine including marketing costs of up to 320 million dollars, equivalent to 7.3 billion crowns.
Marvels ranks these numbers among the most expensive in the history of the saga, and the question is whether they have a chance to at least cover the costs and break even. The company does not disclose the exact budgets of its projects. According to the AP agency, the numbers are unexpectedly bad anyway. Franchise Research Entertainment analyst David A. Gross calls it an “unprecedented flop.”
Comparably poor results were last experienced by the creators in 2015, when the first installment of Ant-Man took $57.2 million in the US and Canada, and at the very beginning in 2008, when The Incredible Hulk earned only $55.4 million after the first weekend. In both cases, even without taking inflation into account, the sums involved were higher than what the Marvels have reached now.
The company bet on the novelty, among other things, because it was the first superhero story directed by a black woman, namely Nia DaCosta, and because all three protagonists are women. They are played by Brie Larson, Teyonah Parris and Iman Vellani.
The film does not particularly score well with either experts or viewers. On the review aggregator Rottentomatoes.com it has a score of 62 percent from critics, receiving a grade of B, the second best, in Cinemascore’s exit polls. What might be a success for others means a defeat for Marvel – in this measure, all of its films, except for a few recent titles, received the best A rating.
The superhero saga has grossed over $33 billion worldwide to date, making it the most lucrative in Hollywood history before Star Wars and James Bond films. Still, it is possible that a turning point is coming, continues the AP agency.
Today, many people prefer to watch films or series at home on streaming platforms instead of an expensive visit to the cinema. And some may have simply overeaten superheroes. “Over the past three and a half years, the Marvel world has stopped growing,” says analyst Gross in his newsletter.
Even the head of Disney, Robert Iger, admits that the series has already reached its peak. “I’ve always worried that an emphasis on quantity would hurt quality. I’m afraid that’s exactly what happened.” quoted Igera a few days ago server The Hollywood Reporter.
However, Variety magazine notes that Disney has been constantly introducing other characters from the Marvel world and inventing new movie or serial stories for them, until sometimes even the fans didn’t have to know about it. “The fact that we’re talking about interconnected worlds and the characters are traveling from the movie screen to the TV screen and back again might have put some off,” admits another analyst, Paul Dergarabedian from Comscore.
The film Marvels has been showing in Czech cinemas since last Thursday. | Video: Falcon
Marvels didn’t fare too well in Imax theaters over the weekend either. Another factor in their flop may have been the recent Hollywood actors’ strike. It ended only last week, so the actors couldn’t promote the film in advance until the last minute, which was prohibited by union regulations.
Only at the time of the premiere, the actresses hurriedly joined the advertising campaign, began to inform about the film on social networks, and the representative of the main role, Brie Larson, appeared on Jimmy Fallon’s TV talk show on Friday. But that didn’t help either.
According to the AP agency, even Marvel is aware of the failure and is starting to slow down. He has only one title planned for the whole of next year, Deadpool 3 starring Ryan Reynolds and Hugh Jackman. Similarly, the parent company The Walt Disney Company is also reassessing its strategy with its other sci-fi world, Star Wars, which is starting to be criticized for similar reasons.
According to the AP agency, after the failure of Marvels, it is becoming likely that the most commercially successful film of 2023 will remain Barbie, which earned 1.4 billion dollars worldwide. It remains in second place Super Mario Bros. in the movie with 1.3 billion, third is Oppenheimer with 948 million dollars, and in fourth place was Marvel’s spring Guardians of the Galaxy: Volume 3 with total worldwide sales of 845.5 million dollars.
Rounding out the five most commercially successful titles of the year is Fast and Furious 10 with $704 million.
2023-11-13 14:45:16
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