Originally Posted by
Rover
You are so right! I hope studio execs wake up and realize they need to slow down with the releases and introduce more variety in the tones of the films and genres they borrow from.
No one has talked about international audiences - which is where 60% of the profits come from for most of these movies. And that's an audience that has zero exposure to the comics.
I grew up in Europe and I realize my own experiences don't reflect how these movies are received around the globe (especially since the Asian market is a huge part of the international box office), but Marvel comics are a very niche thing abroad. They're hard to find. . Even after the success of the MCU actually reading the comics is something only the biggest fans do. Last time I visited (2015), MCU toys were everywhere but I didn't see any bookstore carrying the comics. The frame of reference for Marvel and DC heros entirely comes from cartoons that were syndicated throughout the 90s.
I lived in France when Sam Raimi's Spiderman movies came out - they were a huge hit. Everyone knew who SpiderMan was thanks to the cartoons that had never stopped being on TV and that were the 'star' of the Saturday morning lineup along with Batman. X-Men coming out in 2000 was a different story since TAS was the only type of X-Men media people had been exposed to, and it was always overshadowed by Batman, Spiderman, Ninja Turtles and Power Rangers. TAS did ok on TV and I think they had reruns of the show and also showed Evolution once, but moviegoers who were too old to watch cartoons in the 90s, or who watched another channel's lineup had no clue who the X-Men were.
I'm trying to find info about which countries showed TAS on TV and it seems like the only Asian country in which the show was in TV is Japan. I guess the specifics don't matter - the point is, Marvel comics never were a thing abroad and international box office success of superhero movies entirely depends on marketing, lack of competition, and the audience's familiarity with cartoon characters. Disney has done an excellent job with marketing MCU movies and timing the releases so far.
But there definitely is some superhero fatigue setting in abroad. I still have family in France and Greece (lots of cousins in their teens and 20s). We've talked about some of the MCU releases and there is this feeling that for them it's just another big movie being released...there's no excitation about it, no real knowledge of who the characters are, no real understanding of how the movies fits within the larger shared universe. My younger relatives are aware that there are Marvel and DC superheros, but the ones over 30 think it's all part of the same franchise. But they end up seeing the movie because it's the blockbuster of the month...and there is no other big release packed with action and special effects, and because it's a fun movie you can go see with your kid. I think there definitely are some international fans who are a lot more engaged with the MCU and other superhero movies, but I feel that general audience would totally go see other types of movies if there were other big releases to compete with MCU movies.
The way I see it, it's just a matter of time before profits start slowing down at the international box office as releases become more frequent and more obscure characters are used in movies. The kids absolutely love the movies and the toys, but I don't know what will happen when they grow up. Disney might be able to keep things going by appealing to their nostalgia, but they might get fed up with the genre and move on to something else the minute another studio comes up with a new concept for big action-packed movies.