Disney cinema about Marvel’s strategy: ‘We did too much and lost focus’

The CEO of Disney, Bob Igersaid the studio recognizes that it has lost its focus by betting on an excessive volume of productions in recent years – especially in Marvel Studios. The statement was made during an investor conference on Wednesday, May 8, in which Iger defended the company’s new strategy: less quantity and more quality.

“We all know that, in the enthusiasm of supplying our more content streaming platform, we resorted to all our creative engines, including Marvel, and made them produce much more,” said Iger.

“We also learned from time that amount does not necessarily generate quality. And frankly we all admit that we lose focus a little by doing too much.”

For Iger, the movie Thunderbolts* – which debuted last weekend with a $ 76 million box office and positive criticism – symbolizes this new moment of Marvel.

“By consolidating a little and making Marvel focus much more on its films, we believe this will result in higher quality,” he said.

“I think the first and best example of this is Thunderbolts*. I am very confident with this movie. ”

Directed byJake Schreier, Thunderbolts* Presents characters like Yelena Belova, Bucky Barnes, Red Guardian, Ghost and John Walker. The film reached 88% on Rotten Tomatoes and notes A- in Cinemascore, indicating above-average approval of both critics and the public.

The film also officially introduces the New Avengersgroup that will return in Avengers: doomsdayscheduled for 2026. O asterisk in the title It is part of the campaign and symbolizes the reformulation of the team, which is no longer just the thunderbolts to take a new role within the Marvel universe.

Restructuring after an unstable phase

Since Avengers: Ultimatum (2019), Marvel has faced criticism of the fall in quality and saturation of the film universe.

When highlighting Thunderbolts* As a “example” of the company’s new plan, Iger reinforces the change of posture that Disney has been adopting in the cinema: focus on more impactful works and lower volume of simultaneous releases.