Ed. Note: This is the second column in this series. Part 1 is here.
Before we declare what we should and should not do about superhero movies as the fictional head of a movie studio we need to bluntly talk about why so many superhero movies got made over the past 15 years.
Don’t overthink it. Hollywood made 6 to 10 superhero movies each year for the past 15 years because they could count on most of them being huge hits.
Screenwriting legend William Goldman once put it very succinctly, “Movies are a gold-rush business.”
Up until Endgame, and for a few years now after Endgame, The Marvel Cinematic Universe films could be counted on to make back three and four times their budgets. Endgame made 3 billion dollars. The first Captain Marvel movie (which came to theaters shortly before and was tied into Endgame) made a billion dollars.
The DC movies have not been as financially successful but they made plenty of money. Aquaman — Aquaman! — made a billion dollars.
No one made superhero movies because they wanted to annoy cinephiles or because they wanted to make your movie directing grandpap sad. They made them because they make money.
Sooooo, what happens if they aren’t making all that much money anymore?
We already have our answer. Here’s what Disney CEO Bob Iger said in July about The MCU.
“There have been some disappointments. We would have liked some of our more recent releases to perform better,” Iger said. “It’s reflective not as a problem from a personnel perspective, but I think in our zeal to basically grow our content significantly to serve mostly our streaming offerings, we ended up taxing our people way beyond — in terms of their time and their focus — way beyond where they had been.”
Iger doesn’t say all of this is his fault cause he ordered all the television shows and movies in order to shore up his Disney+ streaming service … but it is. But please feel free to insert that gif of the hot dog guy shouting, “we are all looking for who could have done this,” here.
“Marvel’s a great example of that,” Iger said. “They had not been in the TV business at any significant level. Not only did they increase their movie output, but they ended up making a number of television series, and frankly, it diluted focus and attention. That is, I think, more of the cause than anything.”
The MCU will release only one movie next year. It’s Deadpool 3 which features the Merc with a Mouth versus The Wolverine.
In my mind, this one is the real test of “superhero fatigue.” If it bombs or underperforms that’s a good indication that audiences are not interested anymore.
I’ll tell you one other thing that I can’t stop thinking about because of the way my brain works. John Siracusa talking about Nintendo on the Accidental Tech Podcast. This was in the years after the Wii console was released and before the Nintendo Switch came out in 2017.
Nintendo was in the wilderness and everyone who knew anything about gaming was essentially saying the company should abandon its console business and license out its characters to other game makers and make money that way.
Siracusa argued that the solution was really simple, Nintendo just needed to make a new console that everybody loved and would buy.
That sounds really easy right? Just make something people love and watch the money train roll into the station.
Except, that’s exactly what happened. Nintendo made the Switch, it was a huge hit and they have been golden for a decade.
I would submit that the solution for “superhero fatigue” is exactly the same.
You will probably find no mention of superhero fatigue in articles or reviews discussing Spider-man Across the Spiderverse.
Why? Cause it was a huge hit and nearly everybody who saw it loved it. See how that works?
James Gunn, the now head of DC movies, had same answer in April of this year.
“I think it doesn’t have anything to do with superheroes,” Gunn said in an interview with Rolling Stone. “It has to do with the kind of stories that get to be told, and if you lose your eye on the ball, which is character.”
“We love Superman. We love Batman. We love Iron Man. Because they’re these incredible characters that we have in our hearts. And if it becomes just a bunch of nonsense on-screen, it gets really boring. But I get fatigued by most spectacle films, by the grind of not having an emotionally grounded story. It doesn’t have anything to do with whether they’re superhero movies or not,” he said. “If you don’t have a story at the base of it, just watching things bash each other, no matter how clever those bashing moments are, no matter how clever the designs and the VFX are, it just gets fatiguing, and I think that’s very, very real.”
See, the answer is to just make great superhero films. Easy peasy.
Obviously, making movies is a huge collaborative endeavor and it can be impossible to tell:
A Whether the movie you made is good
B. Even if the movie is great if the marketing and audience interest will be there when the movie comes out.
Also, it’s pretty telling that no one ever talks about horror movie fatigue. I never see animated movie fatigue when one of those bombs. Right now, as I type this there is one superhero movie playing at the theater in my town. Here’s what else is showing: Wish (animated movie) Napoleon (historical biopic) Thanksgiving (horror) The Hunger Games (I dunno, teen action/drama?) Trolls Band Together (animation) and Five Nights at Freddy’s (horror).
You might argue that I’m cherry picking a weekend and maybe I am. But let’s look at any given year as a whole. Google tells me 450 movies are released in a year but I’m going to discount that because I’m certain that a large number of those are indie films that only play in Los Angeles or New York. Or maybe they are streaming only movies that don’t count for our purposes.
So, in terms of how many movies get released in a year let’s just argue that two new movies usually get released each week of the year and round it to 100 new movies at theaters. It’s probably a little more than that but for the sake of argument lets go with that number.
Now, how many of those were superhero movies? The answer is 10.
Is that a glut? Is the market oversaturated because superhero fans had 10 choices in 365 days?
Or are there just a bunch of folks who want to, for whatever reason, insist on superhero fatigue?
There’s a collection of critics and writers who simply do not like superhero films and are frustrated that the biggest movies of the year for the past 15 years have usually been in that genre.
To them I say that same thing my mom used to say whenever I complained about dinner: “Life is tough.”
In my fictional studio we still make superhero movies. That won’t come as a surprise to anyone who knows me. But, until the bottom really falls out that still seems like a money-making decision to me.
Just take a look at the Top 10 movies so far this year:
- Barbie $1,441,761,333
- The Super Mario Bros. Movie $1,361,990,276
- Oppenheimer $950,191,715
- Guardians of the Galaxy Vol. 3 $845,555,777
- Fast X $704,709,660
- Spider-Man: Across the Spider-Verse $690,516,673
- The Little Mermaid $569,626,289
- Mission: Impossible – Dead Reckoning Part One $567,535,383
- Elemental $495,851,987
- Ant-Man and the Wasp: Quantumania $476,071,180
Even in a year where audiences have more superhero movies and television than they have ever had three cape and cowl flicks made it into the Top 10.
Now, if I made three superhero movies in my fictional studio next year would the budget for those movies be $200 million a pop?
Ummmm:
Coming tomorrow: Is it a bomb or a budget problem?









