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" Marvel is starting to concentre on some of its strong franchises going forward , but I ’ll give it at that . And I mean given the environment and given what it takes to get the great unwashed out of their homes to see a film , doing that , leaning on dealership that are intimate is in reality a smart matter . So , we ’ve got work to do still . " -Bob Iger , February 2024
Whisper it , but Disney might be learning the wrong moral from their own past . While focalise on impregnable and conversant brands forupcoming MCU moviesand video shows makes sense on paper , that plan would never have go to Marvel ’s powerhouse success in the first office . The MCU was not build on grade 1 exit : Iron Man was not a firm or familiar stain , and though the build toThe Avengersproved an invigorate scheme , Marvel could not bet on the biggest brands - the X - Men , Spider - Man , and even Hulk - at the point of conception . And more problematically , looking at Phase 5 , there are two in high spirits - profile failures that would not have been avoided even under Iger ’s young release mandate .
The Marvel movies releasing in 2024 offer a range of moving picture experience - and some discombobulation , due to the change dates of several incoming installments .
The Marvel’s Box Office Disaster Is Concerning For Disney’s New Release Plan
Carol Danvers' Return Should Have Been A Slam Dunk
Putting aside the supposed controversy around Carol Danvers from sure bad faith histrion , Captain Marvelwas a massive achiever for Disney and Marvel Studios , build more than a billion dollars at the global box spot . That was , doubtlessly , inflated by interest inAvengers : Infinity Warand the ballyhoo built around the graphic symbol as Earth ’s Deliverer , but the box seat office performance instantly created a top tier MCU brand . In Hollywood , winner begets expansion like nothing else , and even without Marvel ’s usual sequel manikin , Captain Marvel 2became an immediate inevitableness . 4 years on , The Marvels’record - breaking low loge officehaul made that logic look shaky .
Captain Marvel ’s Franchise Performance
Title
Release Date
Budget
Box Office
Captain Marvel
Mar 8 , 2019
$ 175,000,000
Custom Image by Simon Gallagher
$ 1,129,576,094
The Marvels
Nov 10 , 2023
Based on the Marvel Comics event, Secret Invasion is a chapter in the Marvel Cinematic Universe that sees Nick Fury attempting to reckon with an alien invasion that has been occurring for years - without humanity even knowing. Fury discovers that the Skrulls have been infiltrating society for far longer than he realized, and danger arises as plans start into motion.
$ 274,800,000
$ 199,706,250
″The Marvels ’ was shoot during Covid , ” Iger explain . “ There was n’t as much supervision on the set , so to speak , where we have executive director [ that are ] really looking over what ’s being done twenty-four hours after day after day . ” -Bob Iger , November 2023
Iger ’s willingness to blameThe Marvels ' dissatisfactory performance on boggy delivery also is n’t the whole story , because the Captain Marvel movie is , in fact , a good picture show . Its subsequent release on Disney+ has brought a renowned wave of positive feedback ( a lot of it with an melodic line of shock ) that see like the collective Three Kings' Day that its theatrical release was lose . The very fact that quality also ca n’t guarantee public presentation is a further wrinkle in Marvel Studios ' fresh plan . The answer to that is far from clear , but again , it ’s not straightforward .
The Marvels has made story by interrupt the phonograph record for the lowest - grossing hatchway weekend for an MCU movie , and there are several reasons why .
Secret Invasion Is Further Proof That Stronger Brands Don’t Always Work
Nick Fury’s Solo Outing Would Always Have Been Made Under Disney’s New Mandate
The other complicating agent here isSecret Invasion , which broke more MCU records by being thelowest blackleg of all of Marvel ’s Disney+ shows . If the mystery story of why a groovy pic likeThe Marvelsfailed to bring hearing out is n’t a big enough enigma , the inquiry of howSecret Invasionturned out so big is an eternal headspring - scratcher . Secret Invasionis a seminal Marvel comics run , which should have warranted an Avengers - level adaptation , but Marvel alternatively chose to basically throw out the source material and focus everything on Samuel L Jackson ’s Nick Fury .
Ironically , of course of study , Fury fits with Iger ’s ideal of impropriety and steel strength : Jackson has appeared in 11 MCU movies and is one of the few constant from Phase 1 ’s very earliest days . give him his first solo field day was ordered . Framing the Skrull invasion around revelation about his past tense and fill up in opening in his pre - Avengers story were also lucid . ButSecret Invasionended up being anInhumans - spirit level tragedy , because of the livery . Again , it turn out that strong point and familiarity are n’t enough , and that Marvel ’s new brilliant future has pregnant work to do beyond that .
“ I do n’t want to apologize for puddle sequels . Some of them have done extraordinarily well and they ’ve been good film , too . I think you there has to be a reason to make them , you have to have a dear fib . And often the narration does n’t hold up to is not as strong as the original story . That can be a problem . ”
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Based on the Marvel Comics event , Secret Invasion is a chapter in the Marvel Cinematic Universe that sees Nick Fury attempt to reckon with an exotic invasion that has been take place for years - without humanity even knowing . wildness discovers that the Skrulls have been infiltrate society for far longer than he earn , and danger arises as programme commence into movement .
Disney Needs To Work Out What The MCU’s Stronger Brands Really Are
Does Familiarity Breed Contempt?
Right now , some of the solid brand are very easy to put together in a roll - call . Robert Downey Jr might have retired , but Iron Man is part of tier up 1 with Spider - Man , The Avengers , Captain America , Thor , and belike Hulk . The Guardians of The Galaxy have the box office performance , but the future tense there is unclear without James Gunn ’s supervising , and while Iger ’s spotlighting of the Fantastic Four ’s at hand arrival suggests sureness , common law set by former adjustment might counteract that confidence . X - manpower is definitely up there , and interpret a firm expansion possible action for the MCU too . But is that it ?
That would leave out Doctor Strange , but Benedict Cumberbatch ’s two movies have made a mix $ 1.5bn at the box role , so it would be wrong to brush off him on the grounds of " conversance and metier " . Would include Thanos really be out of the question ? What of Black Panther ? Do the Young Avengers count as an extension of the Avengers ? These are the questions Marvel Studios have to enquire within their walls . And crucially , what else can be turned into a tier 1MCUbrand without compromising on the need to focus on potent brand ?
