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The MCU's ascendancy was characterized by a string of record-breaking hits, captivating storytelling, and a shared universe that spanned over a decade. However, recent years have seen a decline. The "biggest box office failure" in MCU history is often cited as a turning point, signaling that the brand's golden glow is fading. This decline is attributed not only to disappointing films but also to changes in audience preferences and fatigue with the superhero genre.