Movies / News
Disney Is To Blame For Everything: "no One Cares Anymore"
Disney's approach to its franchises has caused confusion and decline.
Last month, Marvel Studios president Kevin Feige candidly discussed the impact of Disney+ on the brand of the Marvel Cinematic Universe (MCU). According to Feige, the streaming platform has "devalued" the brand. He stated: "It was just too much. It was a big push from the company. And it doesn't take much to get us moving. There was a mandate we were caught in."
Disney wanted more content quickly for the newly launched Disney+, and Marvel Studios seized the opportunity to finally bring characters like Moon Knight and She-Hulk to life. Thanks to the mandate, Feige also had room to give supporting characters like Loki, Scarlet Witch, and the new Captain America more attention.
Initially, the strategy seemed successful, but interest in both Marvel films and series has decreased. This has led to lower box office revenues and, according to The Wrap, a loss of 700,000 Disney+ subscribers in the first quarter of 2025.
A producer experienced in franchise productions told The Wrap that the quality of Marvel's Disney+ series has been extraordinarily mediocre. According to him, this has weakened the entire brand and diluted its creative power. "People just don't care anymore," said the source.
A marketing expert noted that Star Wars used to be something special. "There's a big difference between a movie every four years and constantly three series plus an annual movie." Lucasfilm seems to have learned from this: besides the second season of Ahsoka, no new Star Wars series are planned, though films are on the way, starting with The Mandalorian and Grogu.
Dave Gonzales, co-author of MCU: The Reign of Marvel Studios, indicated that Marvel's branding has been damaged. "All the sub-brands have been watered down. They finally had the chance to bring everything into development." He added that Marvel thought they could apply their film formula to television, but that doesn't work. Series like WandaVision cost hundreds of millions of dollars because of this approach.
Pixar has suffered the most from the streaming strategy. However, Walt Disney Studios and Disney Animation have largely remained unscathed. This is partly because these brands have been less aggressively pushed on Disney+ since the launch six years ago.
Disney is now trying to restore its biggest brands. Star Wars seems to be on the right track, and Marvel Studios is following suit. Although Thunderbolts* and The Fantastic Four: First Steps had box office problems, they received positive reviews. Starting next year, Marvel aims to release one to two series per year that are largely standalone from the theatrical films. The question now is: is it enough to regain the public's trust?
Disney wanted more content quickly for the newly launched Disney+, and Marvel Studios seized the opportunity to finally bring characters like Moon Knight and She-Hulk to life. Thanks to the mandate, Feige also had room to give supporting characters like Loki, Scarlet Witch, and the new Captain America more attention.
Declining Interest And Subscriber Loss
Initially, the strategy seemed successful, but interest in both Marvel films and series has decreased. This has led to lower box office revenues and, according to The Wrap, a loss of 700,000 Disney+ subscribers in the first quarter of 2025.
A producer experienced in franchise productions told The Wrap that the quality of Marvel's Disney+ series has been extraordinarily mediocre. According to him, this has weakened the entire brand and diluted its creative power. "People just don't care anymore," said the source.
Star Wars As An Example Of Oversaturation
A marketing expert noted that Star Wars used to be something special. "There's a big difference between a movie every four years and constantly three series plus an annual movie." Lucasfilm seems to have learned from this: besides the second season of Ahsoka, no new Star Wars series are planned, though films are on the way, starting with The Mandalorian and Grogu.
Dave Gonzales, co-author of MCU: The Reign of Marvel Studios, indicated that Marvel's branding has been damaged. "All the sub-brands have been watered down. They finally had the chance to bring everything into development." He added that Marvel thought they could apply their film formula to television, but that doesn't work. Series like WandaVision cost hundreds of millions of dollars because of this approach.
Pixar And Other Disney Brands
Pixar has suffered the most from the streaming strategy. However, Walt Disney Studios and Disney Animation have largely remained unscathed. This is partly because these brands have been less aggressively pushed on Disney+ since the launch six years ago.
Disney is now trying to restore its biggest brands. Star Wars seems to be on the right track, and Marvel Studios is following suit. Although Thunderbolts* and The Fantastic Four: First Steps had box office problems, they received positive reviews. Starting next year, Marvel aims to release one to two series per year that are largely standalone from the theatrical films. The question now is: is it enough to regain the public's trust?
