“The Marvels,” the latest addition to the Marvel Cinematic Universe (MCU) and a sequel to “Captain Marvel,” is projected to have the lowest opening weekend in the history of the MCU. This development marks a significant shift in the franchise’s box office performance. With Brie Larson reprising her role as Captain Marvel and joined by Teyonah Parris and Iman Vellani, the film is estimated to gross between $47 and $52 million domestically in its opening weekend. This figure stands in stark contrast to the previous record-holder, “The Incredible Hulk” (2008), which grossed $55.4 million. The low turnout for “The Marvels” is notable, especially considering the over $200 million budget allocated for the film.
Contributing Factors to the Dismal Performance
Several factors contributed to this unexpected outcome. One of the primary reasons was the timing of the film’s release, which coincided with the end of the Screen Actors Guild strike. This 118-day strike impeded the film’s promotional activities, as actors were advocating for fair pay. The lack of pre-release promotion likely affected audience awareness and anticipation for the film. Additionally, the context of the release was challenging. The film was released during a period of declining interest and ratings for MCU projects. For instance, “Ant-Man and the Wasp: Quantumania,” another Phase 5 film, received the lowest Rotten Tomatoes score of any MCU movie and experienced a significant drop in its second week at the box office. Moreover, “The Marvels” sees the return of Samuel L. Jackson’s Nick Fury, following his appearance in “Secret Invasion,” which is the lowest-rated Disney+ show in the MCU. These elements collectively suggest a waning enthusiasm for the franchise, which could have influenced the movie’s box office performance.
