Variety reports that the box office earnings of The Flash have plummeted by 73% compared to its debut week. The DC superhero film only garnered $15.3 million from 4,265 screenings in North America. Similarly, Shazam 2 has also faced a disappointing situation, earning just $57.6 million globally.
Ant-Man and the Wasp: Quantumania from Marvel fared somewhat better, raking in $100 million in the U.S. The surprising aspect is the film’s performance in China, a market that has traditionally been a lucrative spot for Hollywood. After several years of struggling with this market, the film about the Ant-Man only made $19.2 million in its opening week.
Experts raise the question: Is it possible that the superhero genre is losing its appeal to audiences?
When Audiences Lose Interest in Superhero Movies
DC and Marvel have long been the cornerstones of the superhero film genre, featuring a diverse array of characters and storylines. However, recently, the quality of films has not met expectations.
The latest entries produced by Marvel, such as Thor: Love and Thunder and Doctor Strange in the Multiverse of Madness , although they achieved high box office numbers of $760.9 million and $955.8 million respectively, were critically panned.
Superhero films are increasingly struggling to attract audiences.
The love story between the two Thors in Thor: Love and Thunder was criticized for being overly tedious and dull. Many viewers expressed their disappointment, attending the screening solely for Chris Hemsworth’s physique.
The film about Doctor Strange faced criticism for its convoluted plot, yet audiences still felt it didn’t quite deliver on Marvel’s typical standards. Ultimately, both films were deemed box office flops for Marvel in 2021, receiving only a B+ on CinemaScore .
Morbius performed even worse. Prior to its release, the film promoted Jared Leto’s portrayal of the “living vampire.” However, viewers were left disappointed by Leto’s performance, and the film, which attempted to delve into the superhero genre, became a notorious flop for Marvel. In the end, the film was largely ignored, with viewers feeling it was poorly crafted and aimed at a younger audience.
While Morbius became a film that Marvel would rather forget, it faced criticism from various review platforms, scoring only 35/100 on Metacritic and 16% on Rotten Tomatoes . Many experts would not hesitate to label Morbius as the worst film associated with the Marvel brand.
Despite the poor performance of films, DC, even with the star power of Dwayne “The Rock” Johnson in Black Adam , managed to earn only $390 million against a production budget of $250 million (with studios typically looking to break even when earnings exceed 20% of the budget, according to Variety).
The Future of Superhero Films
It cannot be denied that DC and Marvel represent the current era of superhero films that appeal to a younger generation. The MCU has successfully reached audiences that previously weren’t interested, thanks to iconic characters like Iron Man, Spider-Man, and Thor. Conversely, DC has built its fame around Superman, Wonder Woman, and others.
However, declining quality in films has led audiences to lose interest, and fewer viewers are attending screenings, with hardcore fans becoming the main audience for superhero films. In other words, they go to theaters seeking to relive the feelings evoked by films like Iron Man (2008), the Avengers series, and the moving finale of Avengers: Endgame … but that spark is missing now.
A survey of 2,200 people conducted in 2022 revealed that only 59% of respondents still enjoyed superhero films, a decrease of 5% from November 2021, while the percentage of those who disliked them increased by 5%.
It is increasingly difficult for superhero films to attract viewers like during the time of Avengers: Endgame.
Surveys show that audiences are increasingly perceiving Marvel as the brand to beat, with content dominating 82%. Many fans feel that they cannot ignore the extensive duration of Marvel films, which have increasingly become too lengthy.
The superhero film genre is losing its luster. The latest installment of Thor delves into the emotional dynamics between Thor and his female counterpart, but viewers find the film lacks depth after a decade of storytelling.
DC has also been mired in controversy, particularly due to the issues surrounding Ezra Miller, who stars in The Flash , facing allegations of misconduct and legal troubles. This situation has severely tarnished DC’s reputation. Multiple major projects, such as Batgirl and Wonder Woman 3 , remain shrouded in uncertainty regarding their release, leaving fans frustrated.
Despite the downturn in superhero films, studios continue to produce these projects. While fans may feel disheartened by the declining quality, industry experts remain optimistic, suggesting that this phase is merely a balance in the industry, as box office revenues continue to roll in.
“Eventually, other film genres will have opportunities to earn. Some audiences enjoy grand spectacle storytelling while others prefer more intimate narratives. This is the nature of the film business,” stated Megan Colligan, president of IMAX Entertainment, in an interview with The Wrap.
