The Walt Disney Company (NYSE:DIS) has seen the worst launch of a Marvel film yet with new Brie Larson film The Marvels pulling in just US$47 million in its first weekend.
Forecasts beforehand had suggested the film, the latest in what Disney calls the Marvel Cinematic Universe or MCU, would rake in up to US$80 million.
Mixed reviews and a lack of promotion due to the Hollywood actors’ strike, however, meant it badly undershot the forecasts.
Critics also cited ‘Marvel fatigue’ with Disney regularly pumping out new films based on the comic book franchise to maximise earnings from what up to this point had been a resilient and reliable money-spinner for the group.
The Marvels was the 33rd MCU film in 15 years and its launch was only the third time a title in the series has made less than US$60 million on its opening weekend and the first to take less than US$50 million.
The Incredible Hulk in 2008 generated US$55.4 million and Ant-Man in 2018 some US$57.2 million.
In what Disney calls Phase 5 of its MCU programme, other launches this year: Ant-Man and the Wasp: Quantumania and the third Guardians of the Galaxy outing both made over US$100 million in their first weekends.
Mixed critical reviews also had an impact on The Marvels. Some thought it is a blueprint for where Disney goes next with the whole MCU franchise while others said it was a “disjointed mess”.
Shares are forecast to open 2.3% lower today at US$88.27.