The Marvel Cinematic Universe faces significant hurdles as it moves forward, with upcoming productions such as “Spider-Man: A Fresh Start,” “Avengers: Endgame,” and “Secret Wars” on the horizon, along with potential follow-ups to “Black Panther” and “The Fantastic Four: Initial Footsteps.” One of these challenges is the gap between the usual production costs of these films and their declining global box office earnings. MCU movies can no longer earn over $1 billion effortlessly, yet they continue to be budgeted at over $200 million.
Nevertheless, a more significant challenge looms for this franchise, shedding light on the decline in box office earnings. It appears that the Marvel Cinematic Universe, though under Disney’s ownership and targeted at younger audiences through extensive marketing, has lost its appeal among children and families.
Thunderbolts* & The Fantastic Four: First Steps Struggled With Appealing To Families
As a movie critic reflecting on summer blockbusters of 2025, I find it noteworthy that the demographic composition of cinema-goers has shifted significantly over the years. In contrast to the almost even split between young and old viewers at the premiere of the original Avengers 13 years ago, only 31% of the opening weekend audience for Thunderbolts were under the age of 25. Fast forward just three months, and The Fantastic Four: First Steps saw a staggeringly low 15% of its opening weekend audience below the age of 18. This stark contrast is a far cry from the nearly even split we witnessed with the original Avengers, where approximately 24% of that record-shattering opening weekend came from family audiences. Interestingly, despite opening nearly five times as big as Thunderbolts, Avengers: Endgame still managed to draw in 39% of its opening weekend viewers from under-25 crowds.
The Marvel Cinematic Universe (MCU) movies have always appealed to audiences beyond just young fans of Paw Patrol. Since Iron Man, these films have incorporated music selections and influences from movies like Three Days of the Condor and John Hughes’ high school comedies, appealing to older viewers with nostalgia. However, during the height of MCU popularity in the 2010s, this franchise struck a chord more deeply with younger audiences. Heartthrobs like Tom Hiddleston and Sebastian Stan sparked Tumblr posts from fans all over the world, while characters such as Black Panther and the Guardians of the Galaxy became favorites among a new generation of moviegoers, who had never seen them in live-action before.
As COVID-19 pandemic swept through, a significant change unfolded. Previously popular Marvel Cinatic Universe (MCU) lost its spot as the primary pop culture fascination among the youth, with new properties stepping into the limelight instead. The ever-expanding MCU across TV and movies became overwhelming to follow. There was an increased focus on somber themes in MCU productions like Multiverse of Madness, Eternals, and Ant-Man and the Wasp: Quantumania, which have sparked discussions among families about these titles becoming essential viewing.
Primarily, the Marvel Cinematic Universe (MCU) movies have shown a growing tendency towards evoking nostalgia among longtime fans. Movies such as Deadpool and Wolverine, along with Doctor Strange in the Multiverse of Madness, heavily leaned on past references; instead, newer viewers gravitated towards films like Barbie, Super Mario Bros., or A Minecraft Movie. These more recent releases have become the commercial hits that resonate with the younger generation. The MCU can continue to draw large box office returns by catering to older audiences with R-rated films like Deadpool and Wolverine; however, it appears that the franchise may no longer hold as much appeal for its younger audience.
Can This Problem With Younger Audiences Be Solved?
In contrast to contemporary Marvel Cinatic Universe (MCU) productions such as “Captain America: Brave New World,” which heavily rely on storylines originating from 2008 and mature political noir themes, the franchise’s connection with younger audiences has significantly diminished. Resolving this issue seems challenging given that upcoming projects like “Avengers: Doomsday” and “Secret Wars” are expected to feature even more nostalgia, including the reintroduction of many original 20th Century Fox X-Men characters. Characters from the Young Avengers team such as Kate Bishop, America Chavez, and Kamala Khan appear to be absent from official information regarding “Doomsday,” at this time.
First Steps” still draw in older audiences, indicating that there’s an audience for such projects.
A more effective long-term strategy might involve producing additional Marvel Cinematic Universe (MCU) films centered around brand-new characters who have not been featured in any live-action format before. Instead of revisiting characters like Blade or the X-Men, creating movies about Squirrel Girl, Jeff the Land Shark, Brute Force, or Dazzler could result in unique, youth-oriented films. These characters could be as relatable to their challenges as the Guardians of the Galaxy were for ’10s kids and teenagers. By setting aside nostalgic fan-service and focusing on fresh characters, the MCU can address its current issue of not being as appealing to those under 25 years old.
The Fantastic Four: First Steps is now playing in theaters.
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2025-08-06 02:14