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Moreover, Disney's reliance on Marvel's franchise model is coming into question. The studio’s previous strategy of prioritizing storytelling, character development, and innovation appears to have taken a backseat to emphasis on identity politics and thematic signaling, which many argue has alienated core audiences.
The Challenges Ahead
Looking forward, Marvel’s box office prospects are uncertain. Projects that once seemed guaranteed billion-dollar successes are now struggling to hit the 700-750 million mark. The expectation is that Thor: Love and Thunder will land around $720 million, a disappointing figure considering what was initially hoped for.