It wasn’t long ago when superhero or horror movies filled theaters, drawing huge crowds. But now, it seems audiences are feeling a bit fatigued. “People still enjoy these genres, but they’ve had enough of mediocre films,” says Mike Barstow, a cinema executive. Audiences are craving better quality.
Both genres are feeling the pinch of oversaturation. Many films simply aren’t performing well at the box office anymore. Recent hits like “Sinners” and “Superman” show that success is still possible, but big numbers aren’t guaranteed.
Kevin Goetz, from Screen Engine/ASI, points out that Hollywood often plays it safe. They keep churning out familiar stories until people lose interest. “There’s a new horror film every week now,” he says. This approach works until viewers crave something fresh.
Horror movies used to thrive because communal scares were a big draw. Early post-pandemic successes like “A Quiet Place Part II” captured audiences, particularly younger viewers who enjoy the thrill of horror in theaters. However, many recent horror films, like multiple Blumhouse releases, have struggled. Shawn Robbins from Fandango mentions a trend: several movies performing within the same box office range indicates a dedicated audience that needs a unique experience to regain excitement.
Jason Blum, founder of Blumhouse, offers an interesting theory. He thinks there may be limits to how many horror films can succeed at once. He states, “We’re used to a market that could handle a dozen horror movies, but that might be gone.”
Successful films create buzz, and upcoming releases such as “Weapons” and others need to shake things up. “Sinners worked because it was original,” says Allen Michaan, a theater owner. “It had more depth than typical horror flicks.”
On the superhero front, fatigue began as audiences were flooded with not just movies, but also countless interconnected TV shows, especially from Marvel. Once guaranteed hits, recent titles like “Captain America: Brave New World” show that even big names can fail. “Marvel movies feel repetitive,” Michaan comments. “We often leave during the big action scenes because we know what’s coming.”
However, the new “Superman” seems to breathe fresh air into the genre. Michaan highlights that it feels different, showcasing a vulnerable hero unlike the usual strongman archetype.
Kevin Feige from Marvel has noted the overload of content. “We produced 50 hours of stories from 2007 to 2019; since then, we’ve exceeded 100 hours in a shorter time. That’s too much,” he says.
While Marvel’s upcoming slate features high-profile characters, DC is working hard to regain trust after a series of flops like “The Flash.” Even so, analysts like David A. Gross emphasize that audience interest is waning for less popular heroes. “Superheroes are still big movies, but only for the most famous ones,” he explains.
In today’s theaters, not every story about heroes and villains carries the same weight. Audiences are waiting for something new.
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