Superhero Fatigue Deepens: 'The Marvels' Struggles at China Box Office

Superhero Fatigue Deepens: 'The Marvels' Struggles at China Box Office 

Marvel Studios' latest offering, "The Marvels," faced a disappointing opening weekend in China, amplifying concerns about the growing superhero fatigue not only in North America but also in key international markets. The $200 million-budget sequel managed only $11.5 million in China, losing the weekend to the local crime thriller "Who’s the Suspect," which earned $11.7 million.

The struggle at the China box office adds to a trend observed since the pandemic began, with Marvel Cinematic Universe (MCU) releases underperforming in the region. "The Marvels" is a notable example, considering that its predecessor, "Captain Marvel," opened to $89.3 million in 2019, achieving a robust $154 million total in China. In contrast, projections suggest that "The Marvels" might struggle to surpass $20 million in its Chinese run.

This downturn extends beyond "The Marvels," as other MCU releases in 2023 have also failed to gain significant traction among Chinese audiences. "Guardians of the Galaxy Vol. 3" earned only $27.8 million, a stark drop compared to its predecessor's $48.5 million in 2017. "Ant-Man and the Wasp: Quantumania" experienced a 67 percent drop, earning $39.4 million compared to its predecessor's $121 million in 2018.

The decline in MCU performance in China during 2020-2022, partly attributed to pandemic-related disruptions, is compounded by diminishing social scores on top ticketing apps. This trend signifies a broader challenge for U.S. studio franchises in China, where other action genres have held up comparatively better. Universal's "Fast X" and "Transformers: Rise of the Beasts" demonstrated resilience, but even these experienced declines compared to earlier installments.

Remarkably, original Chinese productions have thrived in this environment. "Oppenheimer" earned $62 million, making it Christopher Nolan's second-best performance in China, while Warner Bros.' "Barbie," despite a soft opening, reached a healthy $35.2 million total, showcasing the influence of positive word of mouth.

The weekend winner, "Who’s The Suspect," directed by Zhang Mo, daughter of Chinese film legend Zhang Yimou, tells the story of a lawyer forced to defend a death-row suspect after her daughter is kidnapped. The film's success reinforces the appeal of homegrown productions, with Maoyan projecting a $71 million finish for "Who’s The Suspect."

As Hollywood studios grapple with changing preferences, this shift in the Chinese box office landscape signals the need for strategic adjustments, emphasizing the importance of diverse content and a keen understanding of local audience preferences.