Marvel is not on Gen Z’s radar. The Marvel Cinematic Universe (MCU), which built a cult following among Millennials with superheroes like Spiderman, is taking significant blows at the box office with their latest movie The Marvels. Despite the company’s effort to market the film to Gen Z with everything from TikTok thirst traps to digital advertisements in over 100 malls, the new film has received little to no traction. Even though this may be unique to The Marvels now, IndieWire states that moviegoers seem to be experiencing franchise fatigue while “quality control has gone the way of Thanos.” A 22-year-old MCU-centered TikToker believes MCU’s inability to appeal to Gen Z is partly due to an “overload” of characters over the last few years, making it almost impossible to keep up. However, YPulse’s Attention Economy trend report surprisingly found Gen Z is plenty capable of focusing on new movies—so this may truly be unique to the stretched-out franchise. (Indie Wire)
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