Marvel’s ‘Thunderbolts’ Hits $300M, But Is It Really a Win or Just Damage Control?

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Marvel’s “Thunderbolts” has surpassed $300 million at the worldwide box office after its third weekend, an achievement that is being presented as a success by media outlets like Ebaster. They label it as a “significant milestone” and a “favorable indication” for Marvel Studios.

However, if you scratch just a small layer below, it’s evident that this is essentially crisis management for another box office disappointment from the formerly unbeatable Marvel Cinematic Universe.

As per Ebaster’s report, Thunderbolts has amassed a global total of $325.7 million at the box office within the first fortnight following its debut on May 2, even though the article was penned during the film’s third weekend in theaters. The timing may seem slightly off, but it still falls within the two-week timeframe from the release date. However, the potential confusion lies not in the chronology of events—it’s in the context.

The article emphasizes “two weeks” to convey a sense of progress and velocity, but in truth, the movie “Thunderbolts” had already started to slow down during its third week at the box office and is currently performing significantly lower than usual Marvel Cinematic Universe standards.

The Real Cost of Thunderbolts

The initial production budget for Thunderbolts, as announced by Marvel, stands at $180 million. However, this figure may not encompass additional expenses like script revisions, strikes-induced delays, and expensive reshoots that are said to have significantly changed the movie’s structure during production. Experts in the field, considering similar Marvel productions, predict the actual production cost to be around $200-$220 million.

Marketing expenses are frequently overlooked in optimistic write-ups. For instance, Marvel’s worldwide promotions for Thunderbolts, which included a Super Bowl teaser and extensive international advertising, probably brought the total marketing and distribution costs to around $100-$150 million. This means that Marvel’s overall investment in this project ranges from approximately $300 to $370 million.

You Don’t Keep What You Make

It’s common knowledge that Disney doesn’t hold onto all the earnings from ticket sales. Typically, they earn about half to a little more than half of the revenue generated domestically, and around 40% or lower from foreign sales.

Even though Thunderbolts earned a worldwide box office collection of $325.7 million, it’s estimated that Marvel’s net profit from this sum would be approximately between $145 and $160 million.

Essentially, they haven’t yet reached a point where they’re making a profit. In fact, they might still be losing around $150 million or more, and the movie’s earnings seem to be on a downward trend.

A Pyrrhic “Victory”

Ebaster attempts to lessen the impact by equating Thunderbolts to the lowest-grossing Marvel Cinematic Universe (MCU) films – The Marvels and The Incredible Hulk, which grossed $199M and $265M respectively. This is similar to boasting about winning against the weakest teams in a league, disregarding the overall performance, essentially trying to redefine failure as success by shifting the perspective.

1) “The Marvels” has gone down as one of the biggest and most shameful box office bombs in Marvel’s past, while “The Incredible Hulk,” released in 2008, had movie tickets that were nearly $9 less expensive compared to current prices.

There’s no mention of how Thunderbolts compares to recent Marvel films like:

  • Ant-Man and the Wasp: Quantumania – $476M (considered a flop)
  • Eternals – $402M (also considered a disappointment)
  • Doctor Strange in the Multiverse of Madness – $955M

As a dedicated fan, I’d rephrase it as: If Thunderbolts manages to wrap up with earnings around $375–400 million, that’s not exactly a triumph – it’s more like Marvel trying to limit their losses. And that’s only if it can somehow struggle to reach those figures as summer blockbusters gain momentum. Disney is poised to compete against itself this coming weekend when Lilo & Stitch (a film projected to perform exceptionally well) hits theaters, potentially drawing away a significant portion of the family audience.

The Bottom Line

It seems that Marvel Studios has been experiencing a challenging period, and unfortunately, ‘Thunderbolts’ hasn’t been the instant success executives were anticipating. However, Ebaster’s phrasing and strategic comparisons tend to make it appear less severe: the film is not meeting expectations, which means Disney might not be recovering their investment solely through box office sales.

Platforms such as Ebaster might be attempting to maintain fan spirits, yet the figures and circumstances present a significantly darker scenario. Perhaps it’s now appropriate for the entertainment media to cease finding bright sides in gloomy situations and instead address matters honestly.

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2025-05-19 16:56