Marvel Studios/Disney’s The Marvels hit four-week lead tracking with a $75M-$80M. The Nia DaCosta directed movie opens on Nov. 10. That start is roughly 50% below the opening for the first Captain Marvel movie starring Brie Larson which posted a 3-day of $153M.
This projection is down from long-lead tracking’s $90M figure two weeks, that figure from box office analytics firm Quorum.
Why the fall-off? Chiefly, let’s be honest, as we’ve overwritten, it doesn’t help to have a tentpole out there during a strike sans its cast shouting from the cliffs. There’s been no Comic-Con push of any kind for this movie or strutting on social due to the strike.
Others critique that the campaign was launched later than Marvel campaigns that went out pre-pandemic, which would typically drop 12 weeks in advance. Also, some sources are telling us that audiences aren’t connecting the Captain Marvel IP to the other two characters in the franchise which starred in Ms. Marvel and WandaVision.
We’re told The Marvels is well below the top performing MCU titles among men under 35 and much closer to Ant-Man in the demo. Current comps are also against Thor, Black Adam and The Flash. In men and women under 35, Captain Marvel is pacing behind Guardians of the Galaxy Vol. 3, Black Panther: Wakanda Forever and Doctor Strange in the Multiverse of Madness in overall interest.
Hopefully the strike eases soon so that Disney can truly pop this film with its cast before its Nov. 10 opening. Marvel’s The Eternals hit a low opening for the comic book label in November with a $71.2M start.