‘Thor: Love and Thunder’ lands big box office opening for Marvel

‘Thor: Love and Thunder,’ the latest film in the Marvel Cinematic Universe, grossed an estimated $143 million domestically when it opened this weekend, according to disney (SAY).
This figure lives up to the expectations of the industry, which had made approximately $150 million for the film in North America. While this isn’t a record-breaking first, or even the biggest opening for Marvel this year – which belongs to May’s “Doctor Strange in the Multiverse of Madness” – it marks another solid first for Hollywood’s most trusted hit franchise.

The film, in which Chris Hemsworth’s Thor teams up with Natalie Portman’s The Mighty Thor to battle an evil god-killing force, has grossed $302 million worldwide so far.

That’s the good news. The not so good news is that “Love and Thunder” received mixed reviews from audiences and critics.

The film holds a 68% rating on Rotten Tomatoes and earned a “B+” CinemaScore from audiences. Now, a “B+” from ticket buyers isn’t usually the end of the world, but it’s concerning for Marvel since these films are specifically designed to appeal to the crowd.

If the fanbase that sees a Marvel movie on opening weekend isn’t wildly interested in what they’re watching, that doesn’t hold out much hope for long-term box office growth.

In short, if you haven’t managed to energize opening weekend audiences – who would likely enjoy a Marvel movie of Thor reading a phone book for two hours – there aren’t many places to go. from there in terms of box office success in the coming weeks.

For example, May’s “Multiverse of Madness” grossed $187 million in its opening weekend and also earned a “B+” viewership score. Box office returns plummeted 67% in its second weekend, and the film was eventually eclipsed by Paramount’s “Top Gun: Maverick,” which grossed around $600 million domestically thanks in large measure. party to an extremely positive word of mouth.

Lukewarm reactions are also becoming a bit of a trend for the superhero brand lately, with three of its last four films earning a CinemaScore below “A”.

So what’s going on with Marvel?

For starters, the brand may be watered down a bit due to a surplus of Disney+ Marvel shows.
“Commercial success, however, is not always directly related to quality,” CNN media critic Brian Lowry wrote on Friday. “A downward drift for the Disney-owned unit raises legitimate questions about whether Marvel’s efforts to power the parent studio’s streaming service, Disney+, have helped dilute its output.”

Additionally, the movies that followed the record-breaking success of “Avengers: Endgame” in 2019 felt a bit aimless due to a lack of overarching stories.

Does this mean Marvel is in trouble? Barely.

Marvel is still the biggest successful brand in Hollywood with more than $25 billion in box office revenue worldwide, according to Comscore (SCOR). The studio has the highly anticipated “Black Panther” sequel (“Black Panther: Wakanda Forever”) slated for November and will eventually pack a punch with presentations from two of the world’s most notable superhero groups. comic: the Fantastic Four and the X-Men.

Either way, theaters and Hollywood are more than happy to see a big weekend like this as the industry tries to get back to pre-pandemic normalcy at the box office.

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