Major cinematic franchises like Marvel, DC, and Star Wars are grappling with audience disconnect and shifting box office realities following the post-pandemic era, according to superfans and industry data gathered at San Diego Comic-Con. While Marvel looks toward upcoming crossovers like Avengers: Doomsday to maintain momentum, studios face mounting challenges regarding streaming saturation and shifting spectator expectations.
DC Studios and the Supergirl Dilemma
DC Studios faces an uphill battle in reclaiming the superhero zeitgeist following mixed box office returns for recent releases. According to 39-year-old Oklahoma City native John, a Johnny Depp impersonator attending San Diego Comic-Con, DC has struggled by trying to emulate its competitors. “I think they tried too hard. They’re trying to be like Marvel, and they need to really just be their own thing,” John says, while also calling the new Supergirl film a disappointment.
Other fans offer a more optimistic view of co-CEOs James Gunn and Peter Safran’s strategy. Nathan, a 28-year-old cosplayer from Los Angeles, supports Gunn’s vision of tailoring films to specific characters and directors, noting the excitement surrounding upcoming projects like a horror-leaning Clayface movie. However, Nathan points to industry missteps regarding studio interference, referencing a Hollywood Reporter report from early July. That report detailed a studio bake-off between director Craig Gillespie’s cut of Supergirl and a studio-favored version following poor audience test scores. Nathan argues that letting focus groups dictate final cuts harms original artistic vision, asserting that “general audiences don’t know what they want.”
Star Wars and the Streaming Saturation Debate
Star Wars returned to theaters with The Mandalorian and Grogu after a six-year hiatus, yielding lukewarm box office results and a divided fan base. Jermaine, a 36-year-old Los Angeles native who built a 14-foot-tall lightsaber costume for the convention, calls recent franchise entries a “mixed bag” while praising the Disney+ series Andor as a “masterpiece.”
Other attendees argue that extensive streaming output has hurt the theatrical brand. Kyle, a 29-year-old San Diego local dressed as a Rebel Commando, suggests that Disney+ has oversaturated the intellectual property. He contends that the franchise would benefit from a methodical, theatrical approach rather than rushing content directly to streaming services. Neither fan had seen The Mandalorian and Grogu at the time of the convention, highlighting a potential reluctance among core audiences to support theatrical releases after years of streaming-first habits.
Did you know?
San Diego Comic-Con remains a place for studios like Marvel, DC, and Lucasfilm to test upcoming slates, with Hall H presentations serving as a primary barometer for fan enthusiasm and future box office health.
Marvel’s Transitional Phase and the Stakes of Avengers: Doomsday
Marvel Studios remains a dominant presence at Comic-Con, utilizing its annual Hall H panel led by Marvel Studios President Kevin Feige to generate excitement for upcoming projects. Fans attending the convention discussed the MCU’s transitional phase, with 23-year-old Spider-Man cosplayer Nate expressing optimism about the collision of the X-Men and the Avengers in December’s Avengers: Doomsday.
Not all attendees share that enthusiasm. Jordan, a 33-year-old fan, argues that the broader MCU brand suffers from a lack of female representation on upcoming casting rosters, pointing to the absence of characters like She-Hulk on promotional materials for Doomsday. Meanwhile, Ferlie, a 56-year-old attendee dressed as Sue Storm, expressed hesitation regarding Robert Downey Jr. transitioning from Iron Man to Doctor Doom.
Inside Hall H, Marvel generated intense excitement by announcing Ryan Gosling as the new Ghost Rider and David Jonsson as the new Black Panther. However, some attendees remain cautious. Marissa, a 28-year-old fan from Murrieta, California, worries that Marvel is relying on familiar star power rather than executing a meticulous overarching plan.
Broader Industry Pressures: Streaming and the Monoculture
Beyond specific superhero and sci-fi franchises, some attendees point to structural changes in media consumption as the root cause of declining box office engagement. Crystal, a 44-year-old paralegal and former TV editor from Los Angeles, argues that streaming platforms have eroded the cultural monoculture that once drove billion-dollar box office havens.
“I think that art is meant to be consumed together as a culture. It’s more valuable that way,” Crystal says, criticizing release models that drop entire seasons at once and pointing to political polarization as an additional distraction for modern audiences.
| Franchise | Current Status | Fan Concerns |
|---|---|---|
| Marvel | Transitional phase; Avengers: Doomsday ahead | Casting choices, reliance on familiar IP, representation |
| DC Studios | New leadership under Gunn and Safran | Studio interference, diverging creative visions |
| Star Wars | Return to theaters with The Mandalorian and Grogu | Streaming over-saturation, lack of theatrical pacing |
Frequently Asked Questions
What caused the recent struggles for major film franchises like Marvel, DC, and Star Wars?
Fans and industry observers point to streaming fatigue, studio interference, creative disconnects with audiences, and the erosion of a shared theatrical monoculture as primary factors behind recent underperformances.
How is DC Studios altering its approach under James Gunn?
Co-CEOs James Gunn and Peter Safran have aimed to give individual creators more distinct stylistic freedom, though recent reports indicate studio intervention and focus group testing continue to impact final cuts.
Why is Avengers: Doomsday considered a critical test for Marvel?
The film serves as a major crossover event uniting past and present heroes, functioning as a box office litmus test for Marvel’s post-Endgame health and future slate through 2026.
What are your thoughts on the current direction of Marvel, DC, and Star Wars? Do you think theatrical films can recover from streaming saturation? Leave a comment below, explore our related entertainment coverage, and subscribe to our newsletter for weekly updates.
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