For over a decade, the Marvel Cinematic Universe (MCU) has established its name in the hearts of audiences with its spectacular stories and beloved superhero characters. From the MCU, numerous actors have “taken a leap into the clouds” and become superstars.
However, in the past few years, Marvel’s superhero films have seemingly begun to lose their captivating allure. Many fans are concerned about the future of this cinematic universe as films fail to capture the audience’s interest. Could the golden era of Marvel have effectively ended alongside Avengers: Endgame, as some speculated prior to its release?
Box Office Struggles – The First Signs of Decline for the MCU
After more than a decade of dominating the film industry, Marvel’s superhero films have faced incredibly challenging obstacles that have not been seen before. Starting with Black Widow, which debuted in 2020, the box office performance has been lackluster, with Marvel continuously struggling at the box office with films belonging to Phase 4 of the MCU.
The latest film, Ant-Man and the Wasp: Quantumania, was completely “underwhelming” at the box office. After just over a month of release, the film only grossed $463 million globally. The revenue plummeted sharply after the first week of its premiere. Not only did it perform poorly, but the film also received negative reviews, with a Rotten Tomatoes score as low as Eternals (47% positive ratings).
“Ant-Man and the Wasp: Quantumania” fails to perform at the box office. (Image: Marvel Studios)
This represents an incredibly significant failure compared to previous phases in the Marvel Cinematic Universe. During the golden era (prior to Avengers: Endgame), superhero films from the studio continually broke box office records. The fact that these films could gross over $1 billion became a norm, leaving audiences unphased by such news. Thus, it is evident that audience interest in Marvel films is decreasing, as reflected by the drop in box office revenue.
Superhero Films Are No Longer Innovative
When the Marvel Cinematic Universe first debuted to the public, it was an incredibly novel concept for the superhero genre. Audiences were eager to explore the cinematic universe as it interconnected in ways that had never been realized before. The MCU quickly became a prominent notion, rapidly developing its unique identity and deep connection with its fans.
However, after more than 10 years, this novelty seems to have waned. Attracting audiences with fresh content has become increasingly difficult as they have consumed this content for many years. The formula for films in the Marvel Cinematic Universe has also become predictable, leading audiences to feel increasingly bored.
MCU Connects with Fans, Yet Audiences Are Distant
(Image: Marvel Studios)
The MCU has indeed had a clear strategy and vision regarding its films, allowing for the creation of a cohesive universe. This enables viewers to easily follow and understand the overarching narrative.
With each new phase, Marvel continues to build on larger events (such as The Avengers or Avengers: Infinity War) or a framework to keep audiences engaged and discussing upcoming plots. As a result, Marvel often utilizes its films to reach out to avid fans—the most dedicated audience segment. A significant portion of the films within the Marvel Cinematic Universe focuses on entertaining these devoted fans through the introduction of specific elements, characters, or comic book references. However, this approach has caused Marvel to neglect the need to focus on content and develop a compelling storyline. Consequently, there is hardly any connection between Marvel films and the general audience.
Recurring Characters Becoming Tiresome
Over the past 10 years, the Marvel Cinematic Universe has brought audiences characters with depth and realism, having a significant impact on Hollywood. From Iron Man to Thor, their stories are incredibly engaging, and the diverse narratives resonate with audiences due to the well-developed characters.
Leading MCU actors such as Robert Downey Jr., Chris Evans, and Scarlett Johansson have all brought depth and nuance to their characters. Their embodiment of these roles has elevated the quality of Marvel superhero films. However, the departure of these key actors poses a significant challenge for the future of Marvel.
Too many new characters in “Eternals” made it difficult for audiences to focus on the main storyline. (Image: Marvel Studios)
Due to a lack of engaging characters alongside the departure of prominent actors, recent MCU films have not been well-received. It’s challenging for audiences to immerse themselves in the story when characters lack depth or when the actors fail to captivate. In fact, many new characters appear to be mere footnotes to the audience.
Marvel Losing Direction
Thor: Love and Thunder, Eternals, The Guardians of the Galaxy Holiday Special, Ant-Man and the Wasp: Quantumania.. serve as clear indicators that there is a lack of meaningful connections in the Marvel Cinematic Universe. One key aspect that the studio needs to consider is that the MCU is currently lacking a clear direction. This absence of a defined vision makes it difficult for audiences to understand what is happening on the big screen.
Victoria Alonso, Marvel’s chief operating officer, has officially acknowledged this issue. She is one of the key figures behind Marvel’s current predicament, as she has been a major “right-hand person” to Kevin Feige. She has been closely associated with Marvel since its inception, joining the company in 2006, just before the release of its first film, Iron Man (2008).
Overall, Marvel’s decline is something that audiences can clearly see. However, fans are worried that the studio has exhausted its creative resources after 30 films and 8 series in the last 15 years. Nonetheless, Marvel still has the potential to regain its footing with upcoming projects if they make the right changes. The question remains: how will Marvel regain the trust of its audience while its rival—DC—is increasingly improving in quality with its films?
