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Marvel Enters Its Age of Reduced Expectations

The Brie Larson-led ‘The Marvels’ vastly underperformed Disney’s hopes at the box office.
The Brie Larson-led ‘The Marvels’ vastly underperformed Disney’s hopes at the box office. Courtesy of Disney
Matthew Belloni
November 13, 2023

Back in the fall of 2019, right after Avengers: Endgame grossed $2.8 billion worldwide, I had this exchange with Alan Horn, who was running Disney’s film unit:

Me: Alan, I remember when American Idol was No. 1 for many years in a row and its audience was 30 million viewers a night. The president of NBC at the time, I believe it was Jeff Zucker, said, “Someday it will not be cool to watch American Idol.” Do you think about when that day comes for the Marvel movies?