Disney's review embargo on "The Marvels" hints at concerns over its quality. Low box office projections and Marvel fatigue add to the uncertainty surrounding this cosmic adventure.
In the world of entertainment, especially when it comes to blockbusters like Disney's Marvel Cinematic Universe, reviews can make or break a film. The recent Captain Marvel movie is a prime example of how offscreen controversies can lead to review-bombing on popular sites like Rotten Tomatoes. Now, there's a new twist in the tale: Disney has seemingly imposed a review embargo on the upcoming film, "The Marvels." Is it an attempt to avoid another wave of negative reviews, or is there more to this story? Let's explore
The first piece of the puzzle to examine is the review embargo itself. It's not uncommon for studios to restrict the release of reviews until a certain date, often to build anticipation for their films. In the case of "The Marvels," reviews are set to drop on November 8, a mere three days before the film's official release on November 10. However, here's where it gets interesting: many Marvel fans are known for preordering their tickets, allowing them to catch the film on Thursday, November 9, a day earlier. This leaves us with a pertinent question: Is Disney trying to secure as many preorders as possible before potential negative reviews could harm the film's momentum?
The movie's prospects are further dimmed by its box office projections, which are exceptionally low. According to Deadline, "The Marvels" is expected to open with a gross of somewhere between $75 to $80 million in its first weekend. This is a far cry from what its predecessor, "Captain Marvel," achieved in its opening weekend. The latter raked in significantly more at the box office, and if "The Marvels" starts this slowly, it's unlikely to cross the billion-dollar mark as its forerunner did.
There are several factors contributing to the uninspiring projections for "The Marvels." One significant reason is the ongoing actor's strike, which has prevented big-name stars like Brie Larson and Samuel L. Jackson from promoting the movie. This means that major events like the New York City Comic Con, which could have generated considerable buzz, were underutilized by Disney. Furthermore, the underwhelming quality of recent Marvel films, such as "Ant-Man and the Wasp: Quantumania," may have left hardcore Marvel fans hesitant to visit their local theaters.
Another hurdle for "The Marvels" is that it's part of a new trend within the Marvel Universe. It requires viewers to be well-acquainted with the intricate web of Marvel lore. The film introduces Carol Danvers, who was last seen in "WandaVision," alongside Monica Rambeau and Kamala Khan, who both featured in "Ms. Marvel." This approach feels a bit like assigning homework to the audience, as it asks Marvel fans to watch two entirely different shows just to grasp the context of the latest film. Unsurprisingly, some fans are choosing to skip the film entirely.
Now, let's address the elephant in the room: Does "The Marvels" stand a chance? The actor's strike, which has hampered the promotion of the film, could potentially be resolved before the November 10 release date. This could boost the film's prospects and help it to outperform the modest projections. There's also the possibility that "The Marvels" might become a sleeper hit, gaining more fans over time through positive word-of-mouth.
However, Disney's decision to impose a review embargo raises eyebrows. It's often seen as a way to control the narrative around a film, and this secrecy is rarely associated with high-quality movies. The true fate of "The Marvels" remains uncertain, but the anticipation, intrigue, and skepticism surrounding it have certainly piqued the interest of fans and critics alike. The cosmic adventures of Carol Danvers and Ms. Marvel may hold more surprises than we can anticipate, and only time will reveal the truth behind Disney's decision to keep the reviews under wraps.