"The Marvels" struggles at box office on opening weekend
"The Marvels" topped the box office in its opening weekend but only earned $47 million in domestic sales, making it the lowest-performing Marvel project to date. Despite this, Marvel films have generally been successful in recent years, with a strong fan base and record-breaking box office numbers. "The Marvels" is only the third Marvel movie to make less than $60 million during its opening weekend. Experts suggest that this performance could be a moment of reflection for the superhero genre, encouraging filmmakers to learn from other genres and take risks to create a more unique take on the genre. The movie also builds on storylines and characters from Marvel television shows on Disney+, but this strategy has backfired in expanding the brand.
The lackluster opening weekend numbers for "The Marvels" reflect broader challenges faced by studios in recent years, including mixed reception to some highly-anticipated Marvel films and a saturation of the Marvel Cinematic Universe, which has diminished audience urgency for the franchise. In comparison, "Black Panther: Wakanda Forever," released in November last year, earned almost four times the opening weekend earnings of "The Marvels" with over $181.3 million. The second-strongest showing at the box office this weekend was "Five Nights at Freddy's" with $9 million, but the availability of the movie for streaming may detract from theater attendance. Today's audiences are seeking unique, edgy, and well-written entertainment options, whether on the big screen or small screen.
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