I’m not exactly sure of the provenance of Forbes movie pundit Rob Cain so take the following with a grain of salt, but he points out that Spider-Man Homecoming had an awful Friday-to-Friday fall:
The film was extremely well reviewed with a 93 percent Rotten Tomatoes rating, and well attended, with a $117 million domestic gross, the best 3-day opening for a Spidey flick since Spider-Man 3’s stunning $151 million debut a decade ago. But things quickly turned sour for the Sony-Marvel co-pro yesterday when the grosses fell off a cliff, tumbling 73.2 percent from the first Friday’s $50.8 million tally to an estimated $13.6 million on the second. That’s one of the worst Friday-to-Friday drops the 16-movie Marvel Cinematic Universe has ever seen—only Avengers: Age of Ultron and Captain America: Civil War fared worse—and it’s by far the worst for any of Sony’s 6 Spider-Man movies. Even the heavily front-loaded and relatively poorly reviewed Spider-Man 3 fell by a lesser margin on its second Friday.
It’s notable that the three biggest Friday-to-Friday drops in Marvel’s 9-year-old MCU franchise history have all come within the past two years. That looks like a sign of change, that superhero movies have maxed out their welcome and that audiences are becoming far pickier about what they’ll spend their time and money on. Marvel’s characters have fared better lately in original new franchises, like Guardians of the Galaxy and the Fox-owned Deadpool. The same can be said for Warner-DC’s Wonder Woman. As the old Hollywood maxim goes, moviegoers may be telling the studios “give me the same thing but different.”
I’m not sure this is just a Marvel thing – movies open frontloaded and then people move on o Game of Thrones or something. According to THR, it was par for the course:
Spider-Man: Homecoming has likewise been embraced by critics and audiences. In terms of its second weekend drop, the tentpole fell more than the summer’s two other superhero pics, Wonder Woman (43 percent) and Guardians of the Galaxy Vol. 2 (56 percent), but is certainly in keeping with many other comic book adaptations.
Still, Wonder Woman did better than Spider-Man! Bwaa haa haa!
As for Spider-Man Homecoming, my own thoughts were: A cast that looks like an actual Queens school? AWESOME. A fresh Spidey? Cool! And Michael Keaton may have been the best MCU villain, even if he was actually phoning it in half the time. That’s how awesome HE was. Back when Raimi wanted to do the Vulture, it was going to be another sad old man in a wifebeater, an esthetic shared by both Raimi and Steve Ditko, The Homecoming Vulture was a modern day man: out sourced by a bigger company, he got mad and built an exo-skeleton. Because it’s 2017. So all in all a great update even if it was, somehow, yet another Marvel movie.
Heidi MacDonald is the founder and editor in chief of The Beat. In the past, she worked for Disney, DC Comics, Fox and Publishers Weekly. She can be heard regularly on the More To Come Podcast. She likes coffee, cats and noble struggle.