Previously, it was inconceivable for a Marvel Cinematic Universe (MCU) film to experience a second-weekend box office drop larger than 61%. However, with the introduction of Phases Four and Five, this franchise has seen a shift in this pattern. Films like “Doctor Strange in the Multiverse of Madness” and “Black Widow” have set a concerning trend for the MCU. In recent years, most of the MCU’s largest second-weekend drops have taken place, with “The Marvels” suffering the steepest decline at 78%. Last weekend, “Captain America: Brave New World” added to this trend with a significant 68% drop.
In more recent times, it’s become common for Marvel Cinematic Universe (MCU) films to experience substantial drops in their box office earnings during their second week. This is something that was rarely seen even for movies from the MCU or those opening over $80 million, with a few exceptions like the Twilight sequels and Batman v Superman: Dawn of Justice. However, films such as Guardians of the Galaxy Vol. 3 and Deadpool & Wolverine have managed to buck this trend in recent years. It’s evident that the MCU is facing challenges, and it might be prudent for them to consider implementing a particular strategy to combat these dismal second weekend declines.
Stop Making the MCU Inaccessible To General Audiences
It takes a considerable amount of time to produce movies, particularly large-scale blockbusters which can consume several years of effort from everyone involved. For instance, fans are only now, five years later, getting to see Marvel Cinematic Universe (MCU) projects like “Ironheart” and “The Fantastic Four: First Steps,” despite Kevin Feige announcing both at a Disney investor meeting in December 2020. This implies that as we move deeper into this decade, the MCU movies are still operating under the mindset of 2018-2023, with their films and TV shows designed to interweave directly. The idea was that audiences would be equally enthusiastic about this in the streaming age, just as they had been for individual character films merging for big “Avengers” movies.
The film “Captain America: Brave New World” was unveiled in April 2021, following the end of “The Falcon and the Winter Soldier’s” series and before the return of MCU movies to cinemas. Due to its lengthy development and creative process, this project was conceived and released in two starkly contrasting entertainment environments. Interestingly, it proved more challenging to assign multiple long stretches of television viewing (similar to homework) for a Marvel Cinematic Universe film, compared to just watching a couple of movies. The films “Doctor Strange in the Multiverse of Madness,” “The Marvels,” and “Quantumania” faced challenges in word-of-mouth reception (among other factors), as they relied on knowledge of Disney+ shows for viewers to fully comprehend the storylines.
Connecting a film like Spider-Man to storylines from two distinct Spider-Man sagas, each earning over $1 billion globally, is quite different from basing something like Brave New World on a 17-year-old movie and a four-year-old miniseries. Earlier Marvel productions such as Doctor Strange or Black Panther were standalone movies that could be easily watched by anyone who walked into the theater. Even The Avengers from 2012 was relatively straightforward for those unfamiliar with earlier Phase One titles. However, today’s MCU films heavily rely on their intricate narratives, which can restrict who can fully appreciate and enjoy these movies.
Only those who have memorized Marvel Cinematic Universe (MCU) wiki pages may truly understand the rapidly changing scenes shown on screen, thereby potentially limiting the box office appeal of these films. After die-hard fans have watched these movies, it’s hard to imagine anyone else wanting to watch something like Brave New World.
Make More Accessible Standalone MCU Features Again
2025’s “Thunderbolts,” set to bring together characters from Phase Four and Five movies and TV shows including Bucky Barnes, seems to follow the concerning trend in the MCU of making these films overly complex and frontloaded. In contrast, “The Fantastic Four: First Steps,” scheduled for release in July 2025, appears more accessible and relatable to a wide range of audiences. Unlike its predecessors heavily rooted in Disney+ lore, “First Steps” has opted for a vibrant retro aesthetic in its promotions that appeals to both seasoned MCU fans and newcomers.
To maintain success at the box office and cater to a wider audience, Marvel Studios should continue producing both complex, lore-rich films like the potential “Avengers: Secret Wars,” as well as simpler, self-contained movies that resonate with viewers. For instance, “Guardians of the Galaxy” in 2014 was popular not due to its setup for future movies, but because people connected with its characters and music. Similarly, the success of “Black Panther” wasn’t primarily tied to its connections within the MCU, but rather its ability to deliver a powerful, emotionally satisfying cinematic experience in the moment. These standalone films have proven to be some of the MCU’s biggest and most enduring box office hits.
I believe in movies that have a lasting impact on the big screen, not just flashes in the pan. Marvel Studios should revisit the essence of inclusivity in their films, focusing less on the intricate web of cinema and TV series connections as they once did at the start of this decade. The intricate process of filmmaking means the MCU won’t transform overnight, but addressing this inclusivity issue is crucial to prevent future drops in box office revenue.
Captain America: Brave New World is now playing in theaters.
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2025-02-26 22:11