Multiverse of Madness has to save the MCU, at Box Office & Culturally

There is an amazing amount that leads then Doctor Strange, Doctor Strange in Multiverse of Madness.

by Scott Derrickson Doctor Strange is a solid film. There is a lot to recommend as an example of factory default. It’s similar to Kenneth Branagh Thor, as it is a well-made superhero movie that works great because it is positioned exactly at the right level for the studio machinery around it. It’s a good time in the cinema and there is nothing wrong with that. However, there was never a sense of that Doctor Strange was a critical movie for Marvel Studios.

This was reflected in the reception of the film. Doctor Strange earned $ 232 million at the domestic box office and $ 677 million worldwide. The only Phase 3 film that won less was Ant-Man and the Wasp. The reviews for the film were consistent, though not remarkable. The film sits comfortably in the middle of the Marvel Cinematic Universe (MCU) as ranked by Rotten Tomatoes and right on the edge of the Metacritic studio’s top 10.

This is a good look, but it’s a less important Marvel Studios movie than many of the movies around it. It does not have the scale (and the impact of the box office) of the films of the event like Captain America: Civil War, Avengers: Infinity Warand Avengers: Endgame. It does not have the cultural significance and impact of movies like Black panther and Captain Marvel. It even lacks the same importance for the studio as Spider-Man: Homecomingwhich brought a favorite character to the company universe.

With that in mind, there is a lot to riding Doctor Strange in Multiverse of Madness. It is clear that Marvel Studios have invested a lot Multiverse of Madness. Star Benedict Cumberbatch has promised Empire that would count up to Spider-Man: No Way Home“It’s a big, big movie. It will be a complete commotion. And if his level of ambition takes off, we will be successful at the level of Spidey. “Look, I will put my flag in the sand.”

Doctor Strange in Multiverse of Madness has a duty to save Marvel Studios and MCU Marvel Cinematic Universe at the box office and in cultural significance

Multiverse of Madness is a sequel to a mediocre superhero movie starring a character who, up to that point, was somewhat specialized. There is no way home is the sixth highest grossing film of all time, starring one of the most recognizable characters in the world whose solo franchise films have already grossed over $ 6 billion worldwide in the past There is no way home included in the calculations. This is a lot of weight for a marginal player in the bigger franchise.

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Of course, Multiverse of Madness does not do banking solo on Doctor Strange (Cumberbatch). The film promises to be a cameo race from various other comic book franchises, with celebrities crossing the multiverse. The first trailer suggested that Patrick Stewart would reprise his role as Charles Xavier from X Men movie theater. There are rumors of appearances by characters such as Ghost Rider by Nicolas Cage, Blade by Wesley Snipes and Deadpool by Ryan Reynolds.

There are some suggestions that Marvel Studios are particularly concerned about Doctor Strange in Multiverse of Madness. According to the original screenwriter, Robert Robert Cargill, Derrickson left the project because “he wanted to make one film and Marvel wanted to make another.” Marvel responds to Derrickson’s departure by recruiting Sam Raimi, whose latest film was The great and powerful Oz for Disney in 2013 and whose latest superhero movie was full of soothing cameos in the studio.

Disney cleared the runway for Multiverse of Madness. The flow show Knight of the Moon will be completed on May 4, two days before its release Multiverse of Madness. It is perhaps remarkable that Obi-Wan Kenobi premieres on May 27 and not on May 4. It was minimally promoted Thor: Love and Thunderthe film that follows Multiverse of Madnessto the point where it has the shortest studio window between the trailer premiere and the movie release since The incredible Hulk.

Doctor Strange in Multiverse of Madness has a duty to save Marvel Studios and MCU Marvel Cinematic Universe at the box office and in cultural significance

So why are Disney and Marvel Studios so worried? Multiverse of Madness, especially given that MCU is the most successful movie franchise in history? Marvel Studios was a huge part of 2019 that broke Disney records, where the studio earned more money in one year than any other studio, holding 33% of the market. That was just three years ago, and two of those years have been spent in an unprecedented global pandemic.

The Marvel brand continued to perform exceptionally well. The pandemic may even have accelerated the company’s expansion into television. Flow measurements are obviously opaque, but various sources suggest that emissions such as WandaVision and The hawk and the winter soldier performed well with viewers and helped attract Disney + subscribers. WandaVision won even the first studio Emmy nominations, which seems significant given the discussions There is no way home at the Oscars.

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However, Marvel Studios faces some challenges in the future. In a way, the pandemic was beneficial to the company’s brand. Disney has always been going to have a relatively overwhelming 2020 compared to the success of 2019. Game over was the culmination of a decade of history and also a potential starting point for fans who had grown up with the MCU. So the company needed something that could potentially compete Game over to at least maintain the interest of the public.

Marvel Studios movie releases have performed quite well in the context of the pandemic, but not exceptionally. Black window earned $ 379 million worldwide. Shang-Chi and the Legend of the Ten Rings earned $ 432 million worldwide. Eternal returned $ 402 million worldwide. Theoretically, making money in the midst of a global pandemic should be enough to satisfy those interested, but there was still the perception that the company’s name had been tarnished.

Black Widow released in July, but earned significantly less than the $ 468 million raised on a similar digital day and date Godzilla vs. Kong in March or the $ 726 million theatrical exclusive received F9: The Fast Saga in June. Shang-Chi and the Ten Rings released in September, but earned significantly less than the $ 502 million raised Venom: Let There Be Carnage just a few weeks later. Eternal earned just over half of the total $ 774 million There is no time to diereleased a month earlier.

Again, it is easy to overestimate the importance of these measurements in the midst of a global crisis on the scale of the COVID-19 pandemic. However, the concept is important in the film industry and in the box office narrative that has developed around it Eternal it was a failure and a disappointment. More than that, Eternal received the worst reviews of any movie in the common universe, suggesting that the company’s name might have been tarnished in a less tangible way.

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The challenge facing Marvel Studios is the feeling that the theatrical market is slowly and steadily returning to normalcy. Sony has shown that it was possible for a comic book movie to make a big splash in the middle of a camouflage wave, with Spider-Man: No Way Home earning $ 1.8 billion at the global box office. More than that, Batman is a three-hour dark and stylish modern superhero reboot with no common universe to support it, which will likely reach around $ 800 million.

These are the stakes for Doctor Strange in Multiverse of Madness. Marvel Studios essentially have to reaffirm their dominance, both culturally and financially. Multiverse of Madness represents an opportunity for Marvel to prove that it is still setting the rules for the superhero genre and even the global box office, that the bloom has not come out of the rose after Infinity War and Game overand that it can still offer the public exactly what they want better than its competitors at Sony or Warner.

Doctor Strange in Multiverse of Madness has a duty to save Marvel Studios and MCU Marvel Cinematic Universe at the box office and in cultural importance

It would be foolish to bet against Marvel Studios. The company succeeded in much more intense conditions, converting unknown properties such as Guardians of the Galaxy in internationally recognized brands. More than that, Multiverse of Madness makes a clear play on the nostalgia of an audience that can grow old from superhero movies, bringing back characters from decades of franchises. Nostalgia sells – look There is no way home the Ghostbusters: Afterlife.

This may be a reason to be cautious Multiverse of Madness. With the film so successful and much of the film’s success determined by its effectiveness as a fan service, it is interesting to wonder if the mediocre charm of the original will be lost. Sam Raimi is an extremely talented director who is often overlooked as the godfather of modern superhero cinema, but the last time he made a superhero film with so much driving, the result was Spider-Man 3.

It seems certain that Doctor Strange in Multiverse of Madness will do his magic at the box office, but the question remains whether his charm will extend beyond necromancy.

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