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The Marvels Breaks An All-Time MCU Record, But Not In A Good Way

Lucas Aquino

One of the last MCU installments of 2023, The Marvels features not one, but three different superheroes in a team, a star-studded cast, and an intriguing concept where the protagonists swap places when using their powers harmoniously. 

However, on the contrary, the movie just couldn’t replicate the impact of Guardians of the Galaxy Vol. 3 and Loki Season 2 in the audience’s hearts. A couple of days after its much-anticipated release date, The Marvels finally breaks an all-time MCU record, albeit a not-very-marvelous-one. Let’s dive in to see the movie’s sad record-breaking feat, and the possible reason behind it.

#1. The Marvels’ First Week Box Office Gross Reaches An All-Time Low

The Marvels’ First Week Box Office Gross Reaches An All-Time Low Source: Marvel

According to Deadline, The Marvels’ expected domestic box office gross for the opening weekend is estimated between $47 and $52 million, making it the worst-ever theatrical opening for an MCU title. This devastating title previously belonged to The Incredible Hulk (2008), which is considered one of the worst MCU titles in its 15-year run, and earned only $55.4 million in its first week.

The remaining four lowest-grossing MCU titles include: Captain America: The First Avenger ($65 million), Thor ($65.7 million) Eternals ($71.3 million) and Shang-Chi and the Legend of the Ten Rings ($75.4 million).

#2. Why The Marvels’ Box Office Gross Is So Low?

Why The Marvels’ Box Office Gross Is So Low? Source: Marvel
There are several reasons for The Marvels’ underwhelming performance in domestic theaters. Firstly, the 2018 movie Captain Marvel, which is widely considered the prequel for The Marvels, didn’t impress the audience. Especially, Brie Larson’s performance as Carol Danvers was heavily criticized by a faction of fans. This may explain the lukewarm reaction when The Marvels premiered.
The Marvels Gross Source: Marvel

Besides, the two other protagonists in the team, Monica Rambeau and Kamala Khan, while they are promising superheroines, haven’t established a solid foundation in Marvel fans’ hearts just yet. While Ms. Marvel only has a TV series of her own, Photon’s only MCU appearance is as a supporting character in WandaVision. 

The lack of exposure of these two heroes, combined with Carol Danvers’ role, may have made The Marvels feel less appealing in the audience’s eyes.

The Marvel Movie Source: Marvel
Moreover, external factors may also have a say in this. The Marvels was released just one day after the end of the SAG strike, which lasted for nearly half a year. Therefore, any prior marketing campaign was limited, and the actors themselves, can’t help promoting the movie at all. With all the speculation around the strike, it’s easy to understand why the audience’s focus on the movie was diminished.

#3. Can The Marvels Turn Things Around In The Upcoming Weeks?

Can The Marvels Turn Things Around In The Upcoming Weeks? Source: Marvel

While the first week’s performance is a massive letdown, there are still chances for the MCU title to turn the table. Remember, both Elemental by Disney and The Flash by Warner Bros. were widely considered flops with underwhelming domestic gross in the first weeks as well, but they were able to bounce back (or at least somewhat) in the latter half. The Marvels could also follow this pattern, as the movie will gain more exposure later on.

Do you think The Marvels can bounce back in terms of box office gross? Share your thoughts in the comments.