Nia DaCosta The Marvels faced unexpected challenges after its release at the close of 2023, coinciding with major Hollywood labor disputes. Despite the film earning a “Fresh” rating on Rotten Tomatoes, securing 62%, the Captain Marvel sequel only brought in $206.1 million worldwide, marking it as one of Marvel Studios’ most notable box office disappointments.
The reasons for this outcome remain debated, given the film’s connections to the billion-dollar grossing original and the popularity of related series like WandaVision and Ms. Marvel. Many have questioned what factors led to such a drastic fall in box office expectations for the highly anticipated follow-up.
Director Shares Thoughts and Remains Grateful for Collaborators
After the movie’s run, filmmaker Nia DaCosta proceeded to work on new projects including Hedda and 28 Years Later: The Bone Temple. While promoting her latest work with Deadline, DaCosta candidly addressed what happened with The Marvels, describing the complex atmosphere surrounding its production and release.
“It’s so interesting, because the Marvel machine had so much chatter around it,”
— Nia DaCosta, Director
“But when I look back on it, everyone tried their best. Everyone was trying to make a great film, and I will say I’m really happy to have those relationships.”
— Nia DaCosta, Director
Maintaining Relationships Despite Setbacks
DaCosta reflected on staying close with the Marvel community even after the film struggled commercially. She pointed out the importance of relationships formed during the project, mentioning visits to the Avengers set and reunions with collaborators and friends.
“I was just visiting the Avengers set last summer, which was really fun, catching up with the producers, seeing the Russos, and some of my friends were in the movie,”
— Nia DaCosta, Director
“So it was really nice, despite how everything went with the box office and the reviews, knowing that the relationships are so good.”
— Nia DaCosta, Director
“I look back and everyone tried their best and everyone was trying to do the right thing, and it is what it is,”
— Nia DaCosta, Director
Industry Challenges and Contributing Factors
The film’s release during the SAG-AFTRA strikes prevented its cast from participating in important promotional activities. Observers note this likely reduced its visibility and box office potential. Additionally, the decision to focus on Disney+ characters and promotional trailers that failed to position the film as a major cinematic event may have contributed to lower turnout.
Marvel Studios’ approach to reshoots and last-minute changes, previously relied upon to improve its films, has recently come under scrutiny. The Marvels underwent significant alterations during production, mirroring issues seen with Captain America: Brave New World. These changes are believed to have contributed to substantial financial losses for the studio, reportedly nearing $237 million.
Future Uncertainty for Marvel Characters
With The Marvels falling short of expectations, many fans opted to delay viewing until the film became available on digital platforms or streaming. The next steps for characters like Carol Danvers, Monica Rambeau, and Kamala Khan now appear uncertain. While all three may join future Marvel projects—such as the rumored Avengers: Doomsday or the anticipated formation of the Champions with Kamala Khan and Kate Bishop—official plans remain unclear, especially following Monica’s storyline, which saw her stranded in the X-Men Universe by the end of the movie.
The Marvels’ struggles highlight the complex interplay of timing, promotion, and narrative decisions within the Marvel Studios franchise. As the studio examines recent box office performances, the future paths for its characters and creative teams, including Nia DaCosta, remain topics of much interest in Hollywood and among global fans.
