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Kevin Feige addresses Marvel's box office decline

Kevin Feige explains the challenges behind The Marvels and other recent MCU films.

July 21, 2025 at 04:23 PM

Kevin Feige on Why Thunderbolts* & More MCU Movies Bombed at the Box Office

Kevin Feige discusses why recent Marvel films struggled at the box office.

Kevin Feige explains box office challenges for Marvel films

Kevin Feige, the head of Marvel Studios, addressed the disappointing box office performances of recent films such as The Marvels, Captain America: Brave New World, and Thunderbolts*. The Marvels grossed about $206.1 million globally after its release in November 2023, while Captain America 4 reached around $415.1 million and Thunderbolts* brought in approximately $382.1 million, both released in 2025. Feige noted that the proliferation of Marvel content on Disney+ led to confusion among audiences, making them feel as though they needed prior knowledge of various shows to enjoy the films. He stated that viewers might feel overwhelmed or unsure about the characters, especially with less recognized titles like Thunderbolts*. Additionally, he pointed out that Captain America 4 suffered from the absence of Chris Evans in the title role, potentially impacting fan interest.

Key Takeaways

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Kevin Feige attributes poor box office performance to audience confusion.

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The Marvels struggled due to perceived necessary viewing of Disney+ shows.

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Thunderbolts* and Captain America 4 faced challenges with character recognition.

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Absence of major stars, like Chris Evans, can affect audience interest.

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Marvel's expansion may lead to viewer fatigue and disengagement.

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Future Avengers projects may integrate returning characters from recent films.

"It's that expansion that I think led people to say, 'Do I have to see all of these?"

This highlights how Marvel's growing catalog may overwhelm fans.

"Thunderbolts* was a very good movie, but nobody knew that title."

Feige emphasizes the marketing challenges faced by lesser-known Marvel titles.

"The Marvels hit it hardest where people are like, 'OK, I recognize her...But who are those other two?"

This shows audience confusion, stemming from the need for prior knowledge.

"This was the first Captain America film without Chris Evans."

Feige attributes part of the box office struggle to missing star power.

Feige's comments highlight a significant issue for the Marvel Cinematic Universe: the challenge of audience engagement in a vastly expanding franchise. As Marvel continues to introduce new characters and spin-offs, the line between viewer loyalty and potential viewer fatigue is becoming increasingly thin. The perception that fans must keep up with extensive storylines across both films and streaming series may be disengaging rather than enticing. This shift might not only impact current films but also the long-term future of the franchise as audiences reassess their dedication to a product that may no longer feel accessible.

Highlights

The expansion of Marvel has left audiences feeling they need to do homework.
Fans recall the fun of earlier MCU films without the need for extensive backstory.
Chris Evans' absence from Captain America 4 became a critical missing piece.
Many viewers skipped Thunderbolts* due to uncertainty around the characters.

Potential backlash from fans and investors

The comments from Feige suggest possible fatigue among audiences and concerns from investors about box office viability. These sentiments could foster political backlash regarding future Marvel content.

The direction of the MCU could hinge on how it balances accessibility with complexity.

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marvel box office kevin feige the marvels thunderbolts movies entertainment

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