Except a film has to make back twice/three times their budget (depending on it’s budget) to be considered profitable, let alone successful. That’s part of the reason why the FNAF movie is considered a success (its budget was $20 Million dollars, and currently it’s earned $252,879,035 worldwide. It earned back double/triple the budget and then some). So far, things for The Marvels are not looking good, because we’ll soon be approaching the second week, and some films have that second week drop off.
Yes, that's rather my point.
The raw number alone isn't the whole story. The film's budget is part of the issue as well. There's an ongoing discussion about how poorly Marvel films have been doing (which is apparently not extended to Transformers or Mission Impossible or Fast & Furious films...) and the root causes for this. Even in this discussion, there's been a focus on how poorly The Marvels is doing.
My point is that these films are doing poorly
relative to their budgets, but not in an absolute sense. If John Wick 4 had made $111M in its first week, the execs would've been over the friggin' moon. As it was, it made just shy of $74M in its opening week, and that was "beyond expectations."
And this is my point.
We say "only $111M" for The Marvels. But John Wick made a "beyond expectations" $74M. And set against all of this is a discussion about why audiences aren't going to the movies.
But they are. They just aren't going in the numbers that Marvel
expected them to go, and they aren't going in the numbers necessary to support Marvel's business approach up to this point. And from this, people draw all manner of conclusions, up to and including "This is the end for Marvel Studios and superhero movies."
No, it isn't. It's probably the end for
this approach to making superhero movies, and for Marvel -- and I'd note plenty of other studios -- making movies by throwing +$200M budgets at them and then making shocked pikachu faces when audiences don't automatically show up to the tune of $200M for the midnight opening showing and then bemoaning $100M openings. Good lord! It's a
$100M opening! If that's not good enough for you, then I'd say the problem is
your business practices suck. It's not bad scripts, it's not "woke" or "pandering," it's not lousy casting, or bad editing, or anything like that stuff. It's that they're burning mountains of cash to make these films and expecting them to all make $1B a piece when the market has simply changed.