The Marvels Faces Disappointing Box Office Start slowly to $6.6M in previews

 

The Marvels” Faces Disappointing Box Office Start slowly to $6.6M in previews

“The Marvels” has commenced its box office journey with a lukewarm $6.6 million in Thursday evening previews significantly trailing behind the $20.7 million earned by “Captain Marvel” in 2019. Preliminary indications from Friday matinee returns suggest that the movie is heading towards the MCU’s lowest-ever opening.

As the 33rd installment in the Marvel Cinematic Universe (MCU), “The Marvels” is a sequel to the 2019 film “Captain Marvel” which debuted with $153.4 million in North America and ultimately grossed $1.13 billion worldwide. However, “The Marvels” faces challenges as it has seen a decline in tracking, an unusual situation in the industry.

Earlier projections three weeks ago estimated a domestic opening of $75 million to $80 million but as the weekend approached forecasts were revised to between $60 million to $65 million. Some even predicted figures below $60 million. Despite hopes that interest would pick up, Disney insiders now estimate an opening weekend between $47 million to $55 million with rival studios suggesting figures as low as $46 million.

To date, “The Incredible Hulk” (2008) holds the record for the lowest domestic opening in the MCU at $55.4 million with “Ant-Man” (2015) following at $57.2 million.

“The Marvels” features Brie Larson, Iman Vellani and Teyonah Parris as its three female leads. Directed by Nia DaCosta the first Black woman to helm a Marvel Studios film the movie has faced challenges with promotion due to the SAG-AFTRA strike. The cast has since engaged in promotional activities following the strike’s end.

Notably, the film is also contending with superhero fatigue, following the disappointing performance of DC’s “The Flash” this summer which debuted with $55 million domestically. The SAG-AFTRA strike affected the cast’s ability to engage in promotional activities but efforts have been made post-strike to connect with audiences.

Overseas, “The Marvels” is expected to open with $60 million for a global start of $140 million falling short of the nearly $190 million achieved by “Captain Marvel.” The film’s fate remains uncertain, but its start is causing concern especially when compared to other superhero films like “The Flash.”

 

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