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· Posted on
February 21, 2024

The Marvels' flops harder than Iron Man without powers...and this is NOT marvel-ous news for the franchise

Marvel just had their worst ever opening weekend with The Marvels movie.

What's the key learning?

  • Marvel pulled in just $110 million USD on opening weekend for The Marvels movie with a budget of more than twice that.
  • Marvel's back-to-back under-performers have got Disney stressing that maybe there is just a little bit of franchise fatigue going on.
  • Franchise fatigue is when audience members become bored and disillusioned with a franchise.

👉 Background: Marvel, which is now owned by Disney, is known for its superhero multiverse. It all started in 2008 with Iron Man 1, and after 33 films, it has become the highest grossing film franchise worldwide with over $30 billion USD in box office revenue.

👉 What happened: But, that streak might be running out because Marvel just had their worst ever opening weekend with The Marvels movie. They pulled in just $110 million USD on opening weekend for a film with a budget of more than twice that.

👉 What else: Its other recent releases like Ant-Man and The Wasp as well as Thor Love and Thunder also tanked at the box office. And these back-to-back under-performers have got Disney stressing that maybe there is just a little bit of franchise fatigue going on.

What's the key learning?

💡Franchise fatigue is when audience members become bored and disillusioned with a franchise.

💡Since 2020, Marvel has been bombarding its audience with new, arguably lower-quality projects. So Marvel has not only killed that anticipation, but it also oversaturated their own market.  

💡They're not the only ones to be victims of their past success—the Transformers series generated over $1 billion in revenue per firm during its prime. But as audiences got tired of seeing the same formula on screen, revenue declined to less than half that.

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