Dead on Arrival? ‘Captain Marvel’ Could Be the MCU’s First Flop
The Marvel Cinematic Universe has had a string of box office smashes, even when a film’s characters were unfamiliar to general moviegoers. That winning streak may change, however, with the release of Captain Marvel on March 8.
The post-Iron Man Marvel Cinematic Universe has never had a true flop, although The Incredible Hulk greatly underperformed domestically. Still, a number of factors are lining up against Captain Marvel, and it is more than just the ravings of a fringe element on the internet.
The film, which stars Brie Larson in the title role, has taken a beating online from comic fans, and the negative buzz is now affecting box office projections for the movie.
In January, a report by Box Office Pro (click here to read it) was predicting a monster opening for the film. They estimated an opening of between $140 and $180 million, a number that would surpass nearly every previous MCU opening weekend.
In the past week, however, industry projections have nosedived. The Hollywood Reporter is now predicting a $100 million opening weekend, without addressing the lowered expectations. Other projections see an opening weekend far below $100 million, which is more realistic for a March opening for a film with moderate buzz.
Instead of recognizing the lack of interest in the film, the Hollywood Reporter is attempting to mischaracterize any negative buzz as a sexist trolling campaign. In an article posted on Tuesday, THR’s Graeme McMillan said the movie was being targeted pre-release. “Marvel’s Brie Larson vehicle is being attacked without being seen for being “SJW [Social Justice Warrior] nonsense” on Rotten Tomatoes…what the haters are unhappy with is less the movie itself, and more the very fact that it exists.”
McMillan claims fake reviews are being posted on Rotten Tomatoes, drawing comparisons to the negative reviews Star Wars: The Last Jedi received . However, McMillan’s story is disingenuous, and does not disclose that the “reviews” are actually Rotten Tomatoes’ way of measuring pre-release anticipation. Users are encouraged to post whether they “want to see” a film or if they are “not interested.” They are not reviews, as McMillan claims.
The Hollywood Reporter story reflects just how polarized feelings toward the film have become. The film has almost cult-like supporters, who seem intent on talking the film “up,” either because of blind devotion to the Marvel brand or in support of what they see as a “feminist” film whose success carries a social and political message. These supporters dismiss criticism of the film as the ramblings of sexist internet trolls and clickbait profiteers.
The truth, however, is that the film has earned its share of criticism. Those concerns, which individually may seem minor, have cascaded into a wave of bad buzz that could sink the film’s chances at success.
Captain Marvel already had a large hurdle to get over: brand awareness. Very few people are familiar with the character, and even among comic book fans, many still identify DC’s Shazam by his original name of Captain Marvel. Marvel’s version has a very small fanbase to draw from.
The most glaring problem with the film, however, is the lackluster response to trailers and film clips Marvel Studios has offered up. With dozens of superhero films already in the collective consciousness of the movie-going public, new films must provide newer, fresher “hooks” to reel in audiences.
Taking an original approach certainly worked for films like Black Panther and Thor: Ragnarok. When a film looks like more of the same, (we’re looking at you, X-Men: Apocalypse), the response from fans and critics is more tepid.
There is also a lack of enthusiasm for Larson herself, whose stilted delivery of her lines (as seen in the trailer) has been much maligned online.
Perhaps this response is why Marvel Studios has shifted its marketing campaign, selling all the heroes of the Marvel Universe rather than just Brie Larson. This is seen in the latest promotional spot for the movie, which relies on male superheroes Iron Man, Captain America and Thor to sell Captain Marvel.
The problems with Captain Marvel are deeper than just the film itself.
There have been accusations of whitewashing, as Captain Marvel was once a black woman named Monica Rambeau, during the comic’s run in the 1980s and early 1990s. Rather than having Rambeau be the cinematic incarnation of Captain Marvel, the studio chose to cast a white woman in the lead and relegate Monica’s mother Maria to a supporting character in the film.
Larson herself earned a measure of criticism after saying she would exclude some reporters from the film’s press tour, to keep the press pool from being too white and male.
Early reviews of the film, while mostly positive, seem intent on pushing an agenda rather than a true assessment of the movie. Most responses from screenings are focused more on the “girl power” element, 90’s soundtrack, and Goose the Cat, rather than on Larson or the quality of the film itself.
Currently, only 65% of Rotten Tomatoes users are excited about the release of Captain Marvel. In comparison, 96% of users are anticipating the release of Star Wars: Episode IX.
