In 2019’s Avengers: Endgame, Captain Marvel’s appearance brought hope and excitement to fans. However, the latest installment featuring Carol Danvers, titled The Marvels, seems to have lost some of its shine. The projected global opening for the film is estimated to be the lowest ever for a Disney MCU title worldwide, with an expected range of $110M-$115M. This article delves into the reasons behind the underwhelming box office performance of The Marvels and explores the factors contributing to its lack of success.
Despite initial expectations of low returns, The Marvels’ projected international box office opening of $80M has now dipped to the $60M range. As of Friday, the movie has only accumulated around $25M overseas. While it is expected to have a strong start in most offshore markets, there is a noticeable lack of urgency surrounding the film. The confusion and overexposure resulting from incorporating elements from Disney+ series Ms Marvel and WandaVision seem to have hindered its reception, especially when compared to its predecessor.
The Impact of Promotion Delay
The strike that delayed the ability of actors to promote the film until Thursday has also had a negative impact on its box office performance. The limited time for promotional activities may have contributed to a decreased “gottasee” factor, discouraging audiences from rushing to cinemas. Additionally, the film’s release in China, which was expected to be a significant market, is likely to fall short with a projected three-day weekend revenue of under $15M. Critics on Douban have given the film a harsh rating of 5.4, further complicating its prospects in the challenging Chinese market.
The Tricky Chinese Market
China has proven to be a challenging market for many films, and The Marvels is no exception. Despite receiving early notice of its approved release, the movie has struggled to gain traction. While there is no Maoyan score available at the moment, the critical reception on Douban suggests a lukewarm response from Chinese audiences. The difficulties faced by The Marvels in China reflect the broader challenges encountered by international films seeking success in this market.
Social Scores and Critics’ Reception
Social scores for The Marvels, while slightly better than those of critics overseas, have not been enough to generate significant buzz and drive audiences to theaters. The mixed reviews from critics and the confusion surrounding the film’s connection to other Marvel properties have likely contributed to its lackluster performance. The absence of the freshness factor that benefited its predecessor, combined with the narrative complexity introduced by incorporating elements from Disney+ series, may have alienated some viewers.
In conclusion, the box office performance of The Marvels has been underwhelming, with projections indicating the lowest global opening for a Disney MCU title to date. Factors such as confusion, overexposure, delayed promotion, and challenges in the Chinese market have all played a role in the film’s lack of success. While social scores and critics’ reception have been mixed, they have not been enough to generate the level of excitement and urgency needed to drive audiences to theaters. The Marvels serves as a reminder that even within the successful Marvel Cinematic Universe, not every film is guaranteed to be a blockbuster hit.