Marvel Plans ‘Creative Retooling’ To Combat Superhero Fatigue
By Movieguide® Contributor
Marvel is “quietly retooling” its content amid superhero fatigue and plummeting box office numbers.
Last year’s ANT-MAN AND THE WASP: QUANTUMANIA was one of the franchise’s lowest-performing movies ever, and it’s clear Disney and Marvel are now working overtime to repair their relationship with viewers.
“The focus is internal this year,” a source told The Hollywood Reporter, pointing to reshoots of Disney+ shows like DAREDEVIL: BORN AGAIN and AGATHA: DARKHOLD DIARIES and the hiring of acclaimed writers for upcoming projects like FANTASTIC FOUR and THUNDERBOLTS.
THR continued, “Execs are not calling it a reboot, not even a soft one, but more of a creative retooling.”
Part of that retooling also involves allowing audiences to miss Marvel content. The massive influx of movies and shows left many viewers with superhero fatigue, leading to low streaming numbers and box office flops.
Mark Ruffalo, who plays the Hulk in many MCU movies, weighed in on the topic, telling GQ, “I think the expansion into streaming was really exciting, but the thing about Marvel movies is you had to wait three years and that created a mystique.”
“These corrections could be really positive things,” the actor said of the upcoming changes. “Will it be what it was? I don’t know.”
Last year’s WGA and SAG-AFTRA strikes mean there will only be one Marvel movie and two shows released this year — DEADPOOL & WOLVERINE and ECHO and AGATHA, respectively.
“They’re not going to give up,” a source close to Marvel shared.“They want to make something great.”
Forbes reported on the concept of “superhero fatigue” but also pointed the finger at rival comic book movie franchises DC and Sony.
“If Marvel and DC get their superhero worlds in shape, then 2025 will be the year superhero fatigue is put to rest, even if Sony continues with Spider-World shenanigans,” the outlet wrote. “Give them the films they want and expect, the films they know Marvel and DC are capable of delivering consistently, and audiences will watch as many of them as the studios can make.”
Movieguide® previously reported on Marvel and Disney’s plans to slow production of comic book adaptations:
Disney CEO Bob Iger recently spoke about his plans for the company, including his vision for franchises like Marvel and Star Wars and streamers like Disney+ and Hulu.
During an appearance at Morgan Stanley’s annual Technology, Media & Telecom Conference, Iger revealed that Disney is going to focus on quality over quantity.
This means slowing down on Marvel and Star Wars projects.
“Do you need a third or a fourth, or is it time to turn to other characters?” Iger asked. He added that audiences can expect “a lot of newness” in future movies and shows: “We’re going to turn back to the Avengers franchise, but with a whole set of different Avengers.”
