Sunday, May 19, 2024

Marvel Studios Has Its Lowest Opening Day Ever with “The Marvels,” Breaking a Record It Didn’t Want


Last night, Marvel Studios broke a record. It was one they didn’t want.

“The Marvels” opened to around $14.5 million, and had the lowest Thurs-Fri opening ever for a Disney-Marvel release with $21.3 million. (In 2008, “The Incredible Hulk” opened to $200K less, but it was at Universal and pre- the Disney MCU run.)

If the superhero sequel makes $50 million for the weekend, they’ll be lucky.

It’s an ironic turn of events since “Captain Marvel,” its predecessor, was the highest grossing female superhero action film.

But everything has gone wrong here, it seems, from the idea to the execution.

What’s really upsetting for Disney-Marvel is that “The Marvels” cost $200 million. It will never break even but it will lose a lot of money.

No one can blame star Brie Larson. The strike prevented her from doing any publicity until late this week. She appeared on the Tonight show and turned up at a theater last night to meet fans.

Disney should have held “The Marvels” until it could be properly promoted. Even if it wasn’t the best Marvel Universe film ever, it wouldn’t have bombed so precipitously.

Now Disney will get to feel the way DC/Warner’s has so many times. And that’s all, folks!


Roger Friedman
Roger Friedman
Roger Friedman began his Showbiz411 column in April 2009 after 10 years with Fox News, where he created the Fox411 column. His movie reviews are carried by Rotten Tomatoes, and he is a member of both the movie and TV branches of the Critics Choice Awards. His articles have appeared in dozens of publications over the years including New York Magazine, where he wrote the Intelligencer column in the mid 90s and covered the OJ Simpson trial, and Fox News (when it wasn't so crazy) where he covered Michael Jackson. He is also the writer and co-producer of "Only the Strong Survive," a selection of the Cannes, Sundance, and Telluride Film festivals, directed by DA Pennebaker and Chris Hegedus.

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