Unveiling the Astonishing Blockbuster Potential of The Marvels
Will The Marvels soar or stumble at the box office? An overload of MCU content and limited star promotion raise concerns Can this blockbuster overcome superhero fatigue and captivate audiences craving only big names?
Highlights
Unforeseen issues, including union strikes and audience fatigue, pose a significant threat to the success of The Marvels before its release.
The strikes preventing the movie's stars from promoting it may limit publicity and potentially affect box office performance. It is difficult for side heroes in The Marvels to capture the attention and interest of audiences, who often prefer big-name superheroes.
Disney has put great effort into generating excitement for The Marvels, but unforeseen complications in its release may hinder its momentum and potentially cause it to fail before even reaching the box office. WandaVision concluded with Monica Rambeau (Teyonah Parris) having a clandestine meeting with a Skrull who promises to reunite her with an old acquaintance. In the finale of Ms. Marvel, the main character (Iman Vellani) inexplicably switches places with Captain Marvel (Brie Larson). These subtle hints hinted at an extraordinary journey where these characters would join forces in a grand display of power.
However, the Writers' Guild of America (WGA) declared a strike, later followed by the Screen Actors Guild – American Federation of Television and Radio Artists (SAG-AFTRA). This coalition of industry workers fighting for updated contracts, higher pay, and fair treatment was long overdue. Amidst this justified chaos, actors were forbidden from promoting new projects. How can The Marvels attract viewers without relying on the foundation of publicity? Additionally, major studios have faced scrutiny for questionable release strategies and filming practices. Furthermore, fans have been overwhelmed by the overwhelming influx of TV shows and movies. If fans are reaching their saturation point, could The Marvels be the final straw that threatens the franchise's future?
The Marvels can't be promoted by its stars
Marketing plays a crucial role in attracting audiences to watch new movies. Barbie has successfully garnered excellent publicity through strategic investments. Similarly, Marvel has built a successful track record by relying on their actors to promote their projects. Despite facing criticism, the 2019 film Captain Marvel managed to generate six times its own budget in box office revenue, largely due to the efforts of cast members such as Larson, Samuel L. Jackson, and Lashana Lynch. These actors made appearances on various television shows and participated in press junkets, where they answered both trivial and important questions and engaged in playful activities.
The TikTok videos showcasing the unexpected friendship between Larson and Jackson sparked conversations among viewers. However, Parris, Larson, Vellani, and director Nia DaCosta are unable to employ the same promotional strategies without facing backlash and potentially being labeled as "scabs". This would put them at risk of being rejected by the unions fighting for their rights. On one hand, their stance is commendable, but on the other hand, it poses a potential risk to the box office performance of The Marvels, at least until positive word-of-mouth gains momentum.
Superhero fatigue is still running rampant
In addition to the political aspects, fans are becoming fatigued and The Marvels may suffer as a result. Back in 2008, Iron Man kickstarted the momentum that propelled the MCU to become a major franchise. Marvel Studios consistently released one or two movies each year, all of which performed exceedingly well at the box office. However, since 2016, the studio has been churning out approximately three movies annually. Captain Marvel was released in the same year as Avengers: Endgame and Spider-Man: Far From Home, not to mention all the TV shows on Disney+.
It has been quite overwhelming and, honestly, the quality hasn't always been top-notch. The failure of Secret Invasion has even caused dedicated MCU fans to question their loyalty to the brand. Releasing a lot of content is one thing, but something must be seriously wrong if fans are on the brink of becoming tired of it. DaCosta may have the opportunity to use The Marvels as a reminder of why fans initially fell in love with the MCU. However, there is also a risk that the film could further extinguish the already diminishing excitement.
General audiences only want the big names now
Captain Marvel and Ms. Marvel acquired their extraordinary powers, which include light manipulation and superhuman strength, in their respective projects. The Marvels aims to showcase Rambeau's emergence as Photon, as she harnesses her own extraordinary abilities. However, a significant obstacle arises as most viewers show limited interest in supporting characters. Over the years, Rotten Tomatoes has faced user manipulation, yet it remains a reliable indicator of the level of attention and ratings garnered by MCU projects. A quick glance reveals that movies featuring popular superheroes like Deadpool or Spider-Man attract the most audience engagement.
Regrettably, this leaves little opportunity for lesser-known heroes and their equally captivating journeys. The Marvels could potentially face challenges in light of this, particularly since the actors are unable to promote their characters in a way that captivates interest. They are unable to appear on The Tonight Show Starring Jimmy Fallon and intrigue the audience with unexpected behind-the-scenes anecdotes. Likewise, DaCosta is unable to share humorous stories on The Graham Norton Show that draw parallels between themselves and their characters. The movie's ability to bridge the growing gap between prospective viewers and ticket purchases is consequently compromised.
The release of The Marvels is still three months away, but its future at the box office already seems precarious. The film's promotion faces significant challenges. With an abundance of TV shows and movies being produced in a short span of time, MCU fans are feeling overwhelmed. The lesser-known heroes aren't receiving the recognition they deserve. It appears that the odds are against The Marvels, rendering its release almost pointless. There is even concern that fans will need to catch up on numerous other shows just to comprehend the upcoming movie. Nonetheless, the MCU still has an opportunity to turn things around.
Despite the unfavorable odds, the movie can still achieve success. Vellani has shared adorable anecdotes about her friendship with Larson and Parris. Fans are getting a sneak peek of the plot through new merchandise. The interest is growing, albeit not as rapidly as Marvel Studios would like. DaCosta has a significant chance to bring innovative storytelling to the MCU during a crucial time for the franchise. The outcome could either be a massive box office hit or a major embarrassment – only time will reveal the truth. The Marvels is set to release in theaters on November 10, 2023.
