MCU seems to be losing its super hero powers

The MCU holds the title of the highest-grossing film franchise of all time. While still successful, some recent MCU films haven't hit the same highs as earlier ones.
“Due to the success in both audience reception and revenue generated by revitalizing the superhero genre, from the pinnacle of 2008's Iron Man to the apex of being the highest-grossing film franchise of all time with Avengers: Endgame, the films from the Marvel Cinematic Universe (MCU) are now experiencing a diminished audience response compared to what was previously achieved. The latest installment, The Marvels, has notably received the least favorable reception upon its release and has garnered the lowest global box-office earnings to date.”

The box office revenue has been declining, despite the fact that audience scores remain favorable.

Despite a gradual decline in revenue following the peak success of Avengers: Endgame, which grossed $3.2 billion worldwide, the audience response remains consistent, as expected from the core fan base of this franchise, with audience scores on Rotten Tomatoes remaining satisfactory. Furthermore, Spider-Man: Far From Home and Spider-Man: No Way Home, the two latest installments featuring the character Spider-Man, have achieved the highest scores of 95% and 98%, respectively, on Rotten Tomatoes. Both films have surpassed the $1 billion mark in revenue, with Spider-Man: No Way Home nearing $2 billion. The introduction of Spider-Man into various multiverses is expected to positively impact revenue and audience reception, making Spider-Man the only franchise to consistently exceed $1 billion in revenue in the MCU's subsequent phases.
Spider-Man No Way Home is the only film that gain over 1 Billion
with the highest Audience Score at 98%

The beloved character may be one of the key factors contributing to the success.

The MCU features numerous characters who have deeply resonated with audiences, yet many of them concluded their stories in the initial saga. To reignite success within the MCU, the creation of new beloved characters or the return of the original Avengers to the screen could be pivotal strategies. Here are some potential characters that could resonate with audiences, considering the percentage of profit from each character's film.


Spider-Man holds a prominent position as one of the highest-grossing franchises in the Marvel Cinematic Universe (MCU). The character's enduring popularity, broad appeal across demographics, and iconic status in popular culture contribute to its immense potential to generate substantial box office revenue with each installment. As such, future Spider-Man films should be expected to continue to be major contributors to the MCU's box office success.

The timing of the release of an MCU film can significantly affect its revenue?

The month of release can determine the level of competition the MCU film faces from other blockbuster movies. Releasing a film during a less crowded month may allow it to attract more viewers and generate higher revenue. Certain months, such as summer and holiday seasons, tend to have higher movie attendance rates due to school vacations and festive occasions. Releasing an MCU film during these peak periods can capitalize on increased audience traffic and boost revenue.


Typically, the MCU tends to release films most frequently in May, based on statistics of film releases during this month, totaling 10 films. This trend has resulted in all 10 films achieving success. Another noteworthy month is April, preceding the arrival of major blockbuster films during the summer season. This timing allows the MCU to prolong the theatrical run of its own films to maximize revenue before competing releases hit theaters.

The length of a film's running time can potentially affect its revenue.

Longer running times can limit the number of screenings a theater can accommodate per day. This could impact revenue if theaters have fewer showings due to longer films, especially during peak hours. Some audiences may prefer shorter films, as they are easier to fit into busy schedules and may be more appealing for certain demographics, such as families with young children and Longer films might discourage repeat viewings from audiences who have limited time or are unwilling to invest additional hours for multiple screenings.


However, these factors may not necessarily apply to the MCU. While longer movies could provide additional content and potentially draw audiences seeking a deeper immersion, other considerations hold greater importance in revenue generation.

SWOT Analysis


Based on the data, it is evident that the MCU, despite facing revenue challenges in its post-peak film era, maintains a dedicated fan base ready to embrace new studio releases. This is reflected in audience scores that remain satisfactory and varying film lengths corresponding to revenue received. This differs from films produced by other studios, yet may not be sustainable in the long term if the studio relies solely on fan power. To attract new viewers or those merely interested in specific characters, efforts to draw audiences back to studio films would likely be beneficial. The clearest example of this is Spider-Man.

Another important observation is the timing of film releases. Studios may opt to stick with the proven formula that ensures better revenue in the traditionally lucrative month of May or explore opportunities by shifting away from highly competitive periods to April, where competition is less intense. By extending the duration of screenings, particularly if the film receives positive feedback, it could potentially lead to increased revenue compared to previous releases.

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