• by Wayne Friedman , Staff Writer, January 5, 2024

Is the movie theater crowd looking for lower-volume, fantasy-based superhero films filled with special effects?

Do they want easier, more intimate or enjoyable experiences?

A New York Times article suggests moviegoers may be tiring of some of the fantasy/sci-fi/adventure superhero content: Marvel Cinematic Universe, DC Universe and all the rest.

The theme -- at least for 2023 -- is that theatrical movie consumers are looking for “comfort/comedy” movies. In one sense, this meant a film like Warner Bros.’ “Barbie.” 

Although “Oppenheimer” -- a movie about the creator of the atomic bomb -- would certainly not be a ”comfort” for anyone, it is a period piece of sorts. Perhaps another way to define what moviegoers are looking for is nostalgia and on-the-ground drama -- something that might be easier to digest.

However it is defined, consumer audiences may be looking for something new.

Young entertainment consumers -- mostly young men -- are still the core audience group of those superhero movies. Overall, studios still demand more for these big-budget films -- a “four quadrant” audience (young, old, male, female)  to buy into those major blockbuster sci-fi hits.

This isn't exactly an ideal trend.

While “Spider-Man: Across the Spider-Verse” and “Guardians of the Galaxy Vol. 3” did well early in the season, others such as “Ant-Man and the Wasp: Quintumnia” and “Shazam! Fury of the Gods” underperformed.

“Aquaman and the Lost Kingdom”, which came out later in the year, also under-delivered in a big way.

If theatrical movie theaters move more to comfort/nostalgia, should streamers be worried? Probably not.

Movies are just one promotional content category streamers use to advertise their overall platforms. It could help to boost business.

Currently, studios now slot many adult-themed/low-special-effect films on streaming platforms -- with at best limited theatrical runs. For many consumers, this also gives them at-home comfort, comedy,  and nostalgia themes where they hang out.

And maybe it flows in another direction as well. Maybe, just maybe, movie theaters might see the day where adult consumers are returning in bigger numbers to their theaters.