Marvel Studios is rethinking its big-screen strategy as audience behavior, box office performance, and international returns continue to shift in the post-pandemic era.
“The Fantastic Four: First Steps” opened to $218 million globally last week, including a modest $100 million from international markets. Its performance in China — just $4.5 million — reflects a major decline from past Marvel successes, such as Avengers: Endgame, which grossed over $600 million there in 2019.
This change in global dynamics is prompting Marvel, under studio president Kevin Feige, to adapt. The studio is moving forward with a reboot of the X-Men franchise, aiming for a younger cast to help manage production costs. Casting for the new X-Men is expected to begin soon, though the film won’t be ready for the July 2027 release slot currently held by Marvel for another project.
Meanwhile, Avengers: Doomsday remains on track for a December 18, 2026 release. The film will feature the return of Robert Downey Jr. as Doctor Doom and Chris Hemsworth as Thor, both of whom are commanding high salaries. Pedro Pascal, who stars in Fantastic Four, will appear but is not the film’s lead.
Despite some recent underwhelming titles like Thunderbolts and The Marvels, Marvel is optimistic about its pipeline. A potential Black Panther 3, with Ryan Coogler expected to direct, is gaining internal excitement. However, other long-anticipated projects like Blade and Deadpool 4 remain lower priorities for now.
Marvel’s recent momentum is important to Disney’s broader strategy. Analysts say strong Marvel content can help drive Disney+ subscriptions and boost investor confidence. “The stronger Marvel is, the better it is for the overall company,” said Robert Fishman of MoffettNathanson.
In a film landscape that has changed dramatically since 2019, studio executives now measure success differently. “Good is the new great,” said box office analyst Shawn Robbins, noting that Fantastic Four has met Disney’s expectations and earned strong word of mouth, even if it doesn’t reach billion-dollar highs.
With only a few Marvel titles releasing over the next year, including Spider-Man: Brand New Day on July 31 and Avengers: Secret Wars in December 2027, the studio appears to be taking a more measured approach to its once-dominant superhero slate.
