'The Marvels' appears to be set to open to $60 million to $65 million this weekend, which would be one of the lowest debuts of a Marvel Cinematic Universe film.
Initial predictions saw "The Marvels" opening to between $75 million and $80 million domestically, but those figures have shrunk to a range between $60 million and $65 million in recent weeks.
The only films that have opened lower than $60 million have been 2015's "Ant-Man," which debuted with $57 million in 2015, and 2008's "Incredible Hulk," which opened with $55 million.
However, in Disney's exuberance to pad its fledgling streaming service Disney+ during the pandemic, it saturated the market with hit-or-miss television series. It introduced dozens of new heroes and villains as well as fundamentally altered the universe in which previous films had been set. For many casual fans, the inundation of content began to feel more like homework than entertainment.
Box office analysts aren't ready to wave the white flag on superhero content, suggesting that audiences aren't lukewarm on superheroes, they are just sick of bad stories. After all, look at the success of"This is not a fatigue of Marvel or superheroes, but a fatigue of creative and studio missteps that are not unique to any one film or franchise," said Shawn Robbins, chief analyst at BoxOffice.com.
In the past, deceptive marketing was part of the appeal of Marvel's trailers. Altered footage or purposefully edited clips and shots were done to conceal spoilers or entice fans. For example, in trailers for "Avengers: Infinity War" clips that show Thanos' gauntlet featured fewer infinity stones as to not spoil that he had collected more during the film.
Iger said that the company is looking to consolidate the number of films it makes going forward and focus more on quality.
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