In a recent press conference, Kevin Feige, the head of Marvel Studios, addressed the pressing issue of superhero fatigue following the disappointing box office performances of several recent films, including Eternals ($402M), Thunderbolts ($382M), and The Marvels ($206.1M). Feige emphasized a shift in strategy, stating, “Making two or three movies a year, with some years possibly seeing just one, will be our curated output for the future.” He also noted that the studio plans to reduce its offerings to a single live-action show annually.
Despite the challenges faced with recent releases, Feige remains optimistic about the future of the Marvel Cinematic Universe (MCU). He pointed to the success of a rival studio's Man of Steel, which has surpassed $407M globally, suggesting that superhero fatigue may not be as widespread as some believe. “Look at Superman; it’s clearly not superhero fatigue," Feige asserted, expressing his belief that comic book films are on the brink of a resurgence.
Even amid the struggles of Thunderbolts and Captain America: Brave New World, which grossed $415M worldwide, Feige is hopeful about the upcoming release of The Fantastic Four: First Steps, which is projected to be the MCU's first $100M+ opener for 2025. This optimism reflects a broader strategy to reassess the amount of content produced, particularly in light of the MCU's vast output across both theaters and Disney+.
Feige acknowledged that the MCU has produced an astonishing 102 hours of content since Avengers: Endgame, with a total of 127 hours when including animated series. He reflected on the expansive approach taken post-Endgame, admitting, “It’s the expansion that has certainly devalued the studio and its content.” Despite this, he believes the risks taken in experimenting with new characters and narratives were necessary for the evolution of the franchise.
Feige highlighted the importance of taking creative risks, stating, “If you take success and don’t experiment with it, then it’s not worth it.” This philosophy led to the production of Eternals, which introduced lesser-known characters and explored new storytelling avenues under director Chloé Zhao.
Recent box office results have prompted Marvel to reflect on its strategy, especially regarding the interconnectivity of its films and Disney+ series. The lackluster performance of The Marvels can be partly attributed to audience unfamiliarity with characters introduced in Ms. Marvel and WandaVision. Feige noted, “Captain America: Brave New World didn’t work as it was the first without Chris Evans,” indicating that established characters are crucial for audience engagement.
Despite the mixed reception of Thunderbolts, which Feige described as a good movie that struggled due to unfamiliarity with its title, Marvel plans to continue developing these characters for future projects, including two upcoming Avengers films directed by the Russo Brothers.
In response to rising production costs, Feige revealed that Marvel has significantly reduced its budgets post-pandemic. He cited the example of The Creator, which demonstrated how to achieve visual effects efficiently. “The movies made over the last two years have been upwards of a third cheaper than they were two years before,” he explained, emphasizing a newfound focus on budget scrutiny.
Feige is also exploring the potential of artificial intelligence in maintaining high-quality visual effects while managing costs. He stated, “Is AI going to do that? I don’t know that,” indicating that the studio is open to innovative solutions to enhance production efficiency.
With the recent challenges, Marvel has revisited its testing methods, utilizing screenings organized through the National Research Group to gauge audience reactions. Feige remains a strong advocate for testing, believing it provides valuable insights into what resonates with viewers. “That’s how you know when jokes work, when you’re not high on your own supply,” he remarked.
In a landscape where streaming services increasingly dominate, Feige expressed a collaborative spirit within the industry. He acknowledged the influence of James Gunn, who is currently revitalizing DC Studios, stating, “I think James has had an influence on us, and we had one on him.” His comments highlight a desire for mutual success among studios, saying, “Right now in our business, I root for every movie. I want every movie to succeed.”
As Marvel Studios continues to adapt and evolve, Feige’s insights reflect a commitment to quality storytelling and strategic planning, aiming to rejuvenate the superhero genre and reignite audience interest in the MCU.
