During its opening weekend, The Marvels made only $46.1 million in North America. Monday wasn't any better, with a $2.4 million haul (-74%) which puts the movie in the same ballpark as Dark Phoenix, Harley Quinn: Birds of Prey, and Morbius.
According to The Hollywood Reporter, "Marvel Studios and Disney were well aware The Marvels was in trouble before it hit the big screen." The trade doesn't elaborate on their concerns but notes that, "There was also a recognition that Feige and his team needed time to take a stock of their theatrical tentpoles."
This lines up with recent comments made by Disney CEO Bob Iger which saw him suggest the studio as a whole has "lost focus" as part of a quantity over quality approach to producing content.
That came as a result of Bob Chapek's attempts to shore up Disney+'s offerings, though the ball was set in motion by Iger before his departure.
Unsurprisingly, "Feige and his team felt this mandate keenly, to [the] detriment of Marvel’s movies" Now, changes are being made, both in terms of how MCU TV shows are produced (they'll no longer be made like movies and will instead be helmed by proper showrunners) and Marvel Studios' big screen offerings.
2024, for example, will see the release of only one MCU movie: Deadpool 3. That's said to be a, "[Multiverse] spanning feature that will set the stage for Marvel’s upcoming Avengers movies."
Potentially confirming claims Captain America: Brave New World is set to undergo extensive reshoots, the trade points out that while the release date delays are partly due to the Hollywood strikes, "[that reason] wasn’t the only one."
Addressing The Marvels' box office woes, one film producer asks, "Why not simply make Captain Marvel 2? Why produce The Marvels when your audience identified, empathized, and even hero-identified with Brie Larson’s character? More importantly, why offer people similar or the same characters and stories that are on Disney+ if you expect them to go to a theater together? Disney/Marvel diluted their product."
"Of course, a picture works or fails for other reasons too, but losing so much value picture-over-picture is rare and hard to do."
Once again, it's good to know Marvel Studios is doing something about these recent issues and, hopefully, when the Multiverse Saga reaches its conclusion, these rocky patches will be a distant memory.