Why Superhero Films Are Failing
by Andrew PriceThere’s been a lot of discussion this summer about the failure of so many superhero films. They’re making money, but not nearly as much as expected. And until Captain America came along, it seemed to be getting worse with each passing film. Any number of explanations have been offered for this underperformance. Some suggest ticket prices are the problem. Others say it’s because the current crop of superheroes are second tier guys, i.e. the B-Team. Some blame oversaturation. But I don’t find those answers satisfying.

If you have a problem, if no one else can help, and if you can find them, maybe you can hire... The B-Team.
If ticket prices were the problem, then you would see a drop for all films. But there’s been no such drop. The “second-tier superhero” argument doesn’t wash either. It’s hard to argue that Iron Man or X-Men were “first tier” superheroes before they hit it big in theaters. And nothing is more first tier than Superman or the Incredible Hulk, yet both have struggled — not to mention Wonder Woman, who can’t even get a series off the ground.
The oversaturation argument is intriguing. On the one hand, oversaturation cannot be THE problem because people wouldn’t turn out for surprise hits like Captain America if they were just sick of superhero films generally. Also, if oversaturation really was THE problem, then why don’t slasher flicks or romcoms suffer from this? Those genres have been steadily turning out the same film year after year for decades. Still, I do think oversaturation plays a part in this puzzle. In particular, oversaturation makes these films less special, which makes people more selective. Being more selective means people are less likely to see films they don’t think are worth their time or money. But what is it that is causing people to choose some superhero films over others? In a word: plot.
Hollywood is using a bad formula for superhero films.






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