Marvel Studios Rethinks Its Movie Strategy After The Marvels – Hollywood Reporter

anything-but-amazing performance of Miracle It's a monumental moment for Marvel Studios, the production house that has been the box office superhero for the last 15 years, as iron Man Burst on the scene in 2008.

On the weekend of November 10-12, Miracle It debuted with $46.1 million in North America, the worst debut in the history of the Marvel Cinematic Universe, which has grossed over $30 billion in global movie ticket sales. The 33rd MCU installment was marred by an audience-popping score and a ho-hum B CinemaScore.

But this wasn't the first warning sign that something was amiss within Marvel in terms of quality control as Feige's team set about making the show for streaming; features eternal And Ant-Man and the Wasp: Quantamania They were also assigned B CinemaScores, while viewers began complaining about the increasing number of shows on Disney+ required to understand the overarching MCU story.

Behind the scenes, Marvel Studios and Disney were well aware Miracle Was in trouble before coming to the big screen. Sources said there was also a recognition that Feige and his team needed time to take stock of their theatrical tentpole hollywood reporter, On November 8, Bob Iger said during an earnings call that Disney's film empire had “lost focus” due to an emphasis on quantity over quality in the rush to feed Disney+ under the Bob Chapek regime (though this Iger was himself the one who initiated the push) before Chapek's reign. Sources say that Feige and his team felt this mandate keenly to harm Marvel's films.

A day later, Marvel and Disney revealed that they were reducing the number of superhero films to be released in 2024 from three to one. This news was made at the end of the SAG-AFTRA strike and during the work stoppage that shut down production. deadpool 3Sources say that, while this was certainly the reason for the change in some dates, it was not the only one.

Shawn Levy and Ryan Reynolds' deadpool 3 It will be Marvel and Disney's only superhero offering in 2024, and will now open on July 26 instead of May 3. The high-profile threequel, which co-stars Hugh Jackman as Wolverine, is the first dead pool It will be released by Disney since its acquisition of 20th Century Fox and is also the first R-rated picture to be released by Marvel Studios. The marquee title is described as a multiverse-spanning feature that will set the stage for Marvel's upcoming Avengers films.,

Marvel Studios' Captain America: New World OrderWhich was earlier scheduled to release in theaters on July 26, 2024, has been delayed by nine months to February 14, 2025. That will give the studio time to shoot additional material., Marvel's anti-hero film from lightningStarring Florence Pugh and Sebastian Stan, running from December 20, 2024 to July 25, 2025.

Out of 2025 titles, bladeThe Mahershala Ali starrer has been pushed forward by nine months, pushing its release date from February 14, 2025, to November 7, 2025. Both blade And from lightning Production was scheduled to begin last summer, but the script was not ready in time, so they were shut down amid the writers' strike in May. The release date change, announced on November 9, means Marvel has four superhero pictures slated for 2025, including Fantastic Four The reboot, set for release on May 2 (eg dead pool, Fantastic Four came from the 20th century), but this may change.

Instead of being a direct sequel to a billion dollar blockbuster captain marvel, Miracle Something like a mashup. In the film, Larson is joined by Iman Vellani, breakout star of the Disney+ series Ms Marvelas well as wandavisionTeyonah Parris as the adult version of captain marvel Character Monica Rambeau. Mixing and matching characters for sequels is a game plan Marvel has used in movies in the past captain america civil warwhich featured almost every Marvel character imaginable, but with very different results, grossing $1.15 billion in 2016.

“Why don't you just make captain marvel 2, Why produce? Miracle When did your audience recognize, sympathize, and even identify with Brie Larson's character? More importantly, if you expect people to go to the theater together, why present them with the same or similar characters and stories present on Disney+? Disney/Marvel weakened their product,'' says one filmmaker. “Of course, a photograph works or fails for other reasons as well, but it is rare and difficult for a photograph to lose so much more value than a photograph.”

captain marvel It debuted with $153.4 million in North America, not adjusted for inflation, on its way to a massive $1.13 billion worldwide gross. Of course, that film's obvious advantage was that it was teased in a 2018 post-credits scene Avengers: Infinity WarWhile its title star was a player in 2019 Avengers: Endgame (It was released between two Marvel mega-blockbusters).

By far, rival DC was the superhero studio that endured the biggest ups and downs, with a good number of its films debuting with grosses of $50 million or less (in comparison, many MCU releases grossed $100 million or more domestically. Started with). This summer, D.C. shine It opened with a modest $55 million domestically and went on to reach the top with a modest $270.6 million globally.

ComScore box office analyst Paul Dergarabedian says, “The uneven performance of all superhero movies in recent years should be a wake-up call to how these films are conceived, executed, and marketed moving forward.”

Aaron Couch contributed to this story.

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