The Marvels has broken a 15-year MCU record thanks to its terrible box office return

Renowned for producing blockbuster hits, Marvel Studios has encountered an unprecedented setback with its latest release, The Marvels.

The Marvels, a superhero film released in 2023 and produced by Marvel Studios, has been distributed by Walt Disney Studios Pictures. Serving as both a sequel to the 2019 film Captain Marvel and a continuation of the 2022 miniseries Ms. Marvel, the movie brings together iconic superheroes Captain Marvel, Monica Rambeau, and Ms. Marvel as they unite to rescue the universe.

Despite receiving mixed reviews from critics, The Marvels has garnered a generally positive response from fans of the superhero film genre.

Despite being described as 'funny,' 'fast-paced,' and 'easy to enjoy,' the Phase 5 film turned out to be a box office disappointment, especially considering the high standards set by the Marvel Cinematic Universe (MCU). It managed to generate only $197 million in revenue.

While this might seem respectable, the 33rd film in the MCU falls far short when compared to the studio's most successful production, Avengers: Endgame. Released in 2019, Avengers: Endgame made an astonishing $2.798 billion globally, securing its position as the second-highest-grossing movie of all time.

In fact, The Marvels has now earned the unfortunate title of the 'lowest-grossing MCU movie in history,' surpassing the previous record holder, 2008's The Incredible Hulk, which grossed $264.8 million at the global box office.

Adding to the challenges, it experienced a staggering 78 per cent drop in revenue during its second weekend, marking the largest decline for any Marvel movie in history.

After the disappointing box office performance, Walt Disney Studios Pictures has announced that it will cease providing updates on the film's current box office figures.

However, the rationale given by Disney CEO Bob Iger for its underperformance has sparked controversy. Iger attributed The Marvels' lackluster reception to being 'shot during Covid' and insinuated that there was a deficiency in on-set supervision from executives.

But, people believe Iger is ignoring a number of glaringly obvious issues and is simply attempting to shift the blame away from Disney.

Additional factors contributing to the film's lackluster performance include the SAG-AFTRA strike, initiated in response to perceived unfair working conditions and rights for writers and actors in the industry.

The strike spanned a four-month period from July 14, 2023, to November 9, 2023, during which actors were prohibited from promoting the film. Consequently, The Marvels received significantly less promotional activity leading up to its release on November 7.

Furthermore, akin to the backlash faced by 2019's Captain Marvel, it's plausible that The Marvels encountered unwarranted criticism simply because it was a female-led production, potentially hindering its success beyond what it deserved.

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