This weekend is pivotal for superhero movies as they prove their enduring appeal. Two major events are converging: San Diego Comic-Con, running from Thursday to Sunday, and the highly anticipated opening of Marvel Studios’ “Deadpool & Wolverine” on Thursday. The film is expected to achieve the biggest box office opening of the year, potentially reaching $200 million. Notably, this is the first time that Comic-Con and a Marvel Cinematic Universe (MCU) movie opening have coincided.
Marvel Studios is set to dominate Comic-Con with two major panels in Hall H. One panel celebrates the opening night of “Deadpool & Wolverine” on Thursday, and the other previews the MCU’s upcoming projects on Saturday night. These events aim to reassure fans that the brand remains strong despite recent box office disappointments like “The Marvels” and “The Eternals.” Additionally, HBO and DC Studios will present a first look at “The Penguin,” a spinoff series from Matt Reeves’ “The Batman.”
The importance of winning back core fans is emphasized by a rival studio publicity executive, noting Marvel’s strategic return to Hall H amid superhero fatigue. Recent superhero movies, such as Sony/Marvel’s “Madame Web” and DC’s “The Flash,” “Aquaman: The Lost Kingdom,” and “Blue Beetle,” have struggled at the box office. Despite this, Marvel’s strong presence at Comic-Con is seen as a smart move to attract fickle audiences who are increasingly selective about cinema visits.
Interestingly, several major titles are skipping Comic-Con this year, opting instead for other promotional avenues. Warner Bros.’ “Beetlejuice 2” and DC’s “Joker: Folie à Deux” will debut at the Venice Film Festival. Other films like Sony/Marvel’s “Venom: The Last Dance,” “Kraven the Hunter,” “Spider-Man: Beyond the Spider-Verse,” Universal’s “Wicked,” and Paramount’s “Gladiator II” have also chosen to bypass Comic-Con. Studios cite various reasons for this, including the belief that Comic-Con has lost its cultural relevance and caters only to a niche audience.
Despite these absences, some studios are making their presence felt through other means. Lionsgate, for instance, is promoting the upcoming “Borderlands” movie with a themed street team and a recreation of Moxxi’s Bar from the game. This approach highlights the value of fan experiences outside traditional panels.
The debate over Comic-Con’s relevance continues as studios assess its impact. Some executives believe broader reach can be achieved at events like SXSW. The challenge of producing prime trailers and coordinating cast appearances also adds pressure. Nevertheless, Marvel, DC, and other major studios remain committed to producing high-quality superhero films. They aim to avoid flooding the market with formulaic content and instead focus on character-driven stories that resonate with audiences.
Looking ahead, Marvel’s slate includes “Deadpool & Wolverine” this year, followed by “Captain America: Brave New World,” “Thunderbolts,” and “Fantastic Four” in 2025. DC Studios plans to release “Joker: Folie à Deux” in October and a new “Superman” movie in July 2025.
Despite recent challenges, the superhero genre remains a significant part of Hollywood’s storytelling tradition. As one studio executive noted, the key to success lies in making engaging films that draw audiences to theaters. The success of past films like “Iron Man” and “Deadpool” demonstrates the potential for offbeat characters to become major hits when paired with the right stars and creative vision.
