According to Forbes, Thor 4 has suffered a 68% drop in earnings in its second weekend. It is the biggest dip in MCU history. Naturally, this decline is generating discussion. Specifically, if this is an indication of a change in audience behavior now that most have moved on from the pandemic and are no longer as hungry to flock to theaters. Or, if it’s a sign that the MCU needs to step its game up. Make no mistake, Love and Thunder is still on track to at least match 2017’s Thor: Ragnarok at the global box office by the time its theatrical run ends. But, at the same time, Thor 4 will be the second MCU film to do less than a billion at the global box office. We agree that it is Marvel Studios’ fault for spoiling us with several billion-dollar outings before the COVID-19 pandemic hit. Also, it is not Thor’s fault that he had to go head to head with two other record-setters in Top Gun: Maverick and Minions: The Rise of Gru. At the same time, Love and Thunder also received mediocre reviews and mixed fan reception as did Doctor Strange in the Multiverse of Madness. Perhaps the fact that Marvel Studios is making Thor: Love and Thunder available on Disney Plus just 45 days after its theatrical debut is telling of Marvel Studios’ lack of confidence in it? We know that the sample size is small, but Spider-Man: No Way Home only just joined the streaming platforms - more than half a year after it came out in theaters last December and nearly made $2 billion. Ultimately, Marvel fans don’t need to worry about the future of the MCU. Until we see several MCU movies post “lackluster” returns in succession, Marvel Studios have no reason to slow down and change course. But, it will be interesting to see how Love and Thunder’s worrying performance will affect November’s Black Panther: Wakanda Forever.
