re: Update: 'The Marvels' discussion thread. It Ends as Lowest-Grossing MCU film

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‘The Marvels’ Ends Box Office Run as Lowest-Grossing MCU Movie in History

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There’s nothing heroic about the final box office performance of “The Marvels.” The superhero sequel is officially the lowest-grossing installment in the history of the Marvel Cinematic Universe.

After four weeks on the big screen, the comic book tentpole is running out of steam with $80 million in North America and $197 million globally. There would typically be optimism that attendance could rebound over the busy holiday season, but Disney apparently doesn’t expect that to be the case. The studio wrote on Sunday in a note to press, “With ‘The Marvels’ box office now winding down, we will stop weekend reporting of international/global grosses on this title.”


The film isn’t leaving theaters just yet, and the $220 million-plus budgeted tentpole is expected to play through New Year’s. However, this memo signals that it’s not expected to generate notable coinage during the rest of December. Over the weekend, “The Marvels” tumbled to 11th place on box office charts with just $2.4 million in its fourth outing.

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Add in at least $150M in mktg.

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Nonsense

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Studios don't spend 150 under normal circumstances, much less during a strike. Stop being ridiculous

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It is possible that $130 million was just the production budget for The Marvels, with the $270 million number also including promotion and marketing, which also ends up taking a hefty chunk out of studio budgets.

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The Cost Of Promoting 'The Marvels'

Usually, studios spend the same amount on publicity as they do on the film itself. Because The Marvels' budget would've been $273.8 million without the $55 million subsidy from filming in the UK, generally, it would be inferred that that same amount would be spent on PR. However, because of the SAG-AFTRA strike in Hollywood, the actors were not allowed to promote the film before its release. While this could initially save the studios some money, it's very likely that the lack of a proper press tour ultimately led to a lower box office gross. Now that the strike is over, we see the cast doing more press, meaning that the promotion cost has likely increased.

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Just carrying water for Iger and his band of tranny misfits

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