The Marvels has only earned $47 million, officially surpassing The Incredible Hulk (2008) to become the lowest-grossing opening film in the North American market in MCU history. Furthermore, even Marvel Studios itself did not foresee that their new spiritual successor would earn less than a project that was neglected 15 years ago. To add to the disappointment, The Marvels also fell short compared to the “bombs” from rival DC, such as The Flash ($55 million) and Black Adam ($67 million).
Experts attribute the failure of The Marvels to Marvel Studios having to rethink its “fast-paced” film release strategy. In 2024, the studio plans to release only Deadpool 3 along with a few animated series. Other films based on Marvel Comics, such as Madame Web, Venom 3, and Kraven the Hunter, are being produced by Sony.
The Marvels has received numerous negative reviews from critics and audiences, rating it as the worst MCU project to date.
The Shift in MCU’s Direction
Over the past 15 years, Marvel Studios has created a successful cinematic universe based on its superhero comic books. Starting with Iron Man (2008), this brand has expanded with over 30 film projects and several long-running series. The MCU has even surpassed franchises like Star Wars, Harry Potter, and James Bond to become the highest-grossing film franchise of all time, with a total revenue nearing $30 trillion.
However, this success also led to a decline after the sacrifice of Iron Man in Avengers: Endgame, where the central character of this cinematic universe gave his life to save the universe. In recent years, the MCU has continuously faced criticism from both critics and fans regarding the quality of its projects.
Iron Man sacrificed himself to save the universe, leaving a difficult challenge for Marvel Studios.
Phase 4 of the franchise began with the film Black Widow and the series WandaVision, the first series produced for Disney+, and concluded with Black Panther: Wakanda Forever, marking the weakest production phase since the establishment of the MCU. However, quantity does not always equate to quality. Many of the new projects have been criticized for their lackluster content, created primarily to “fill the gaps” for fans, resulting in the success of the previous three phases becoming difficult to replicate.
As we enter Phase 5, the situation continues to show no signs of improvement, especially with “bombs” like Ant-Man and the Wasp: Quantumania and The Marvels. The film that did receive some praise, Guardians of the Galaxy Vol. 3, suggests a potential shift in direction for the beloved superhero franchise.
Struggling with Direction Amidst Challenges
After the events of Avengers: Endgame, the MCU entered a completely new chapter, expanding its narrative into the multiverse. This direction opened up numerous opportunities and challenges for the superhero film studios. Many fans are eager to see how Marvel Studios will take the franchise next, but that excitement has waned with each subsequent release from the studio.
In Phases 4 and 5, Marvel Studios focused on introducing new characters to its universe. However, these new names have not made a significant impact compared to the iconic characters from the previous Avengers roster. Simultaneously, the studio has also introduced many characters that fans are curious to see again in future MCU projects, such as Hercules in Thor: Love and Thunder, Clea in Doctor Strange in the Multiverse of Madness, Starfox in Eternals, and Namor in Black Panther: Wakanda Forever.
Marvel Studios is still searching for a suitable replacement to lead the Avengers.
After several projects, audiences can still see the struggles Marvel Studios is currently facing. The vast scope of the multiverse makes it challenging to establish clear connections between the new projects. Instead of seeking a philosophical resolution, the studio tends to resolve challenges with humor in these new projects, hoping that viewers will overlook the glaring inconsistencies in the plot.
The concept of the multiverse was first introduced in Loki during Phase 4 and has been further developed in projects including Spider-Man: No Way Home, Doctor Strange in the Multiverse of Madness, and Ant-Man and the Wasp: Quantumania. However, the MCU continues to present various interpretations of this concept, leaving its audience confused and disconnected from the beloved franchise.
The Marvel Cinematic Universe is still struggling with explanations of the multiverse after Avengers: Endgame.
MCU is still grappling with interpretations of the multiverse after Avengers: Endgame.
For a long time, fans have been discussing among themselves about “which project to watch for enjoyment,” hoping that the studio will soon solve the ongoing puzzle regarding the direction of its superheroes. However, the patience of the audience is wearing thin as they have yet to see any significant story development in the MCU over the past three years. The dismal performance of The Marvels is simply the latest chapter in a series of disappointing projects that have left fans questioning the quality and consistency of the franchise.
Marvel Studios must certainly recognize the growing concerns of its audience as they continue to experience strong criticism regarding their current cinematic direction. The studio has consistently merged with other superhero brands from Sony and Fox to increase appeal and draw in new fans. Meanwhile, they are also considering slowing down the release of new projects in an effort to avoid delivering subpar content that may tarnish the brand’s reputation.
