Massively underdelivering its typical benchmark of $100 million-plus for a Marvel brand theatrical movie opening, Walt Disney’s new Marvel film “The Marvels” started its first weekend with only $47 million in box-office revenue domestically, according to Comscore.
“The Marvels" is the sequel to 2019's “Captain Marvel," a movie that scored three times more revenue than the latest release for its opening four years ago -- $153.4 million. Both movies star Brie Larson as the tyrannical character, Kree.
“The Marvels” now holds the title of the weakest domestic theatrical opening of the 33 Marvel-branded movies.
Analysts believe the nearly four-month-long actors' strike played a role in the film’s less-than-average revenue performance. Except for just a day or two after the strike ended last week, there was no publicity from the actors. Publicity is a major component in the overall marketing campaign of a movie.
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Disney continued to spend big on national TV advertising for the movie brand, as it regularly does, with $27.6 million so far from 4,260 airings, resulting in 2.7 billion impressions, according to estimates from EDO Ad EnGage.
In March 2019, Disney spent an estimated $39.4 million on the pre-opening of "Captain Marvel -- yielding about the same results, with 4,350 airings and 2.7 billion impressions.
International distribution of "The Marvels" registered another $63.3 million in box-office sales.
Overall, 33 Marvel-brand movies have earned a collective $30 billion, according to Comscore.
Probably because all of the kids that would be at the theaters are spending their off time protesting in the streets
I'll be seeing The Marvels in 11 days if there is a good time and isn't really late start as Marvel movies tend to be close to that 3 hour range. I think it was the strike that had something to do with The Marvels not doing well in the threater in my opinion.