Marvel’s Thunderbolts Set to Lose $100 Million: A Flop Despite Audience Praise!

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Thunderbolts is projected to become a major flop for Marvel, losing upwards of $100 million.

As a fervent fan, I was eagerly anticipating Marvel Studios’ Thunderbolts as a return to form – a gritty, character-centric ensemble flick that spotlights morally ambiguous characters such as Florence Pugh’s Yelena Belova and Sebastian Stan’s Winter Soldier. With an action-packed lineup of talent and a more earthbound, espionage-inspired plot, the movie was expected to breathe new life into a waning Marvel Cinematic Universe.

Instead, it’s crashing harder than expected — and it may be about to cost Disney over $100 million.

Box Office Breakdown: Strong Cast, Weak Legs

By May 26, the movie “Thunderbolts” has earned approximately $355 million worldwide, with $174 million in domestic box office sales and $181 million from international markets. However, despite this figure appearing decent on the surface, various industry analyses suggest that the film needs to make around $500 million to cover its production, advertising, and global distribution expenses.

As a diehard cinema enthusiast, I must confess that even with the extended box office lifespan of blockbusters like Thunderbolts, it’s looking doubtful that it will surpass the $400 million mark. Regrettably, this puts it in the same league as The Marvels ($205M globally), just slightly above Eternals ($402M), Ant-Man and the Wasp: Quantumania ($476M), and Captain America: Brave New World ($415M) – a rather disappointing performance compared to their earnings.

The contrast in receptions between “Brave New World” and “Thunderbolts” is quite telling. While the former faced harsh criticism from critics and split its fanbase, the latter has garnered a significantly more positive response as evidenced by its high audience score on Rotten Tomatoes (93%) and a still-respectable 63% from Criticless, indicating a much warmer reception overall.

So why isn’t it growing?

Marvel’s Word-of-Mouth Engine Is Broken

Historically, Marvel’s greatest strength hasn’t only been its brand familiarity; it’s been the force of its momentum. Films like Doctor Strange and Ant-Man, which might not be top tier, have continued to thrive due to word-of-mouth, social media excitement, and the integrated structure of the Marvel Cinematic Universe. However, this is no longer true.

The movie “Thunderbolts” demonstrates that, despite being well-received by audiences who may even adore it according to fan ratings, it can still have a poor box office debut and continue to underperform. This is a significant warning sign. It implies that Marvel isn’t just dealing with subpar films, but also a deep-rooted decline in audience confidence and engagement.

The potential danger for Disney could lie in the fact that traditional word-of-mouth isn’t spurring growth as it used to. A company that was fueled by an unyielding wave of cultural impact now seems to be producing movies that quickly disappear from public memory within a short span of time.

The Franchise That Forgot How to Win

It’s been admitted by Bob Iger that Marvel Studios might have released an excessive number of movies and streaming content too quickly, without paying enough attention to detail. Thunderbolts, initially planned as a solution, was intended to be a streamlined team-up film focusing more on high-octane action and realistic storytelling.

Instead, it’s become a cautionary tale.

The MCU’s Phase Five was pitched as a reset, but the results have been anything but reassuring:

  • Quantumania was meant to establish Kang as the new Thanos — it flopped.
  • Brave New World tried to pass the shield — it fell flat.
  • Thunderbolts hoped to shake things up with morally grey characters — it vanished without a trace.

Prior to Marvel’s upcoming high-risk venture, here’s what we have so far: The Fantastic Four: Initial Explorations, set to debut this summer.

The movie has undergone a recent overhaul, bringing in new scriptwriters and a new, brighter mood. This seems to indicate a shift towards a more hopeful and upbeat approach. However, if a film like Thunderbolts, with a well-known cast, positive buzz, and limited competition, can still fail, what does that imply about the Marvel Cinematic Universe’s potential for recovery?

A Brand in Crisis, Not Just a Movie

Instead of the “Thunderbolts” fiasco being simply another letdown, it might serve as the most distinct indicator thus far that Marvel has lost its knack for rekindling enthusiasm – even when they generally manage to get things on point.

And that should terrify the leadership at Disney and Marvel Studios.

Once upon a time, even less-popular Marvel films could count on a strong debut and continued growth in their second and third weeks. Now, however, the declines are sharp and decisive. The brand doesn’t hold the same sway as it once did, and troublingly, viewers no longer feel the urge to watch a Marvel movie. There’s no more FOMO (Fear of Missing Out), and there’s less of a captivating universe that enticed fans to return week after week.

Essentially, what remains are a series of costly ventures yielding progressively lower benefits and diminishing cultural impact.

What Comes Next?

If “Fantastic Four” doesn’t manage to recreate its magic, there might be no more viable explanations left. It appears that the Marvel Cinematic Universe has hit a roadblock — and the release of “Thunderbolts” could make this reality undeniable. The once seemingly unbeatable franchise is now struggling at the box office, and even high audience ratings and nostalgia won’t be enough to mend its wounds.

Marvel needs more than a hit — it needs a mission. And so far, Phase Five doesn’t seem to have one.

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2025-05-30 14:56