The Marvels, the embattled new release from Disney and Marvel Studios is — undeservedly —heading to the scrap heap of historyfollowing arecord-breaking low openingweekend for a Marvel Cinematic Universe picture.The Marvelshad its domestic debut with a franchise-record low of $47 million, supplemented by an additional $63 million from international markets, resulting in a combined global opening of $110 million. The underachievement certainly wasn’t aided by the SAG-AFTRA strike, with stars likeBrie LarsonandIman Vellanionly able to start promoting the film the day before it was due for release.
This figure is notably less than the hugely impressive$455 million achieved byCaptain Marvelin its global debut in 2019. The character’s arrival was teased in the post-credits sting ofAvengers: Infinity War, and as a result,Captain Marvelbenefited from heightened anticipation forAvengers: Endgame, ultimately securing a domestic lifetime gross of $426 million and a global total of $1.1 billion.
But it isn’t 2019 anymore.Spider-Man: No Way Home,Doctor Strange in the Multiverse of Madness,andGuardians of the Galaxy Vol. 3achieved impressive box office success in the post-pandemic era. However,Ant-Man and the Wasp: Quantumaniafrom this year andThor: Love and Thunderfrom last year were perceived as under-performing in comparison. And not just at the box office, but with critics too.The Marvelscurrently sits at a 62% score on aggregatorRotten Tomatoesand was awarded a franchise-low B CinemaScore from opening day audiences.
How Much Money Will ‘The Marvels’ Lose?
According to Matthew Belloni of Puck, the multiplier attached to the reported $275 million budget of the film gives the studio and the movie a metaphorical mountain to climb. A budget that high, combined with the shared takings of exhibitors and the costs of press and advertising — likely to be higher given there was no viral or impromptu marketing that could take place due toits stars being excluded— means the film will need to earn around $700 million if it’s to squeeze into profitability.
And given the competition coming soon, in the form ofRidley Scott’sNapoleonin two weeks as well asThe Hunger Games: The Ballad of Songbird and Snakes.The Marvelsis set to lose all of its premium large format screens such as IMAX toThe Hunger Games,which will hurt the bottom line even more. At this rate, Marvel will need more than the Time Stone to fix this.
The Marvels
Carol Danvers gets her powers entangled with those of Kamala Khan and Monica Rambeau, forcing them to work together to save the universe.
