Sony's Madame Web fiasco: The demise of a new franchise signals a studio's need for change

Trailer anticipation was concerning, and advance ticket sales lacked luster. However, the most significant blow came last week with scathing critic reviews. Madame Web, a Sony Spider-Man spinoff, earned the lowest Rotten Tomatoes score for a major superhero film in almost a decade.

It marked one of Hollywood's weakest starts for a Marvel character film. The domestic box office for the first six days in North America barely reached $26.2 million, following a midweek release.

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Sony's Comic Book Movie Strategy Under Scrutiny

Similar to DC and the once-dominant Marvel, Sony is under pressure to reassess its approach to comic book movies. While 2022's Morbius was a critical disappointment, it still grossed $170 million globally. However, Madame Web offers no such optimism. Moreover, the failure of this film not only affects itself but also jeopardizes a potential new franchise centered around star Dakota Johnson, which Sony had been eager to launch.

The film introduced a trio of supporting characters portrayed by Isabela Merced, Celeste O’Connor, and Sydney Sweeney, setting up a potential future where they could have formed a team of Spider-Women under the guidance of Dakota Johnson's character, Cassie Webb. However, those plans are now scrapped.

Navigating Superhero Fatigue

Madame Web adds to a concerning pattern in the superhero genre. With the exception of Marvel Studios’ Guardians of the Galaxy Vol. 3, every live-action comic book movie from last year struggled at the box office, regardless of the studio behind it. 

The notion of superhero fatigue has shifted from a concept discussed by certain corners of the fandom to a widely acknowledged reality within the industry. This trend comes at a challenging moment for Marvel, DC, and Sony, all of which are striving to launch new franchises amidst this backdrop.

Sony is open to taking risks while also aiming for blockbuster successes, which is a positive approach. If the upcoming Spider-Man Universe film Kraven turns out to be a massive hit, it could change the entire narrative. It's too early to predict the outcome definitively. According to an insider, the atmosphere at the Sony lot is currently somber.

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