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The film is predicted to outperform many expectations for Phase Four MCU entries but is unlikely to match the monumental successes of earlier Marvel films, especially those with huge international draws like China. The absence of a Chinese release, which was supposed to bolster the box office significantly, is viewed as a handicap that limits its full potential globally.
Disney’s Promotional Strategy: A Missed Opportunity?
Critics have commented that Disney’s marketing for Shang-Chi was underwhelming. The promotional efforts largely focused on the film’s first act and resistant to revealing too much of the fantastical elements, such as the hidden mystical creature-filled village. This tactic might have helped manage audience expectations but arguably also dampened early interest.