Marvel Studios’ latest installment, *Thunderbolts*, has launched to a solid $76 million opening weekend, marking a significant achievement, even if it doesn’t quite match the blockbuster heights fans were hoping for. With a $162.1 million global debut, the film is only slightly below projections, which forecasted a $79 million opening. While this figure may not stand out as one of Marvel’s heavy-hit ters, it’s a far cry from the $27.7 million that Universal’s *The Fall Guy* pulled in at this time last year. And with Memorial Day on the horizon, Disney remains optimistic, as *Thunderbolts* could still hold its ground in the coming weeks.
What *Thunderbolts* does have going for it are its impressive audience scores. The movie has earned an A- CinemaScore, and audiences on PostTrak and Rotten Tomatoes are showing strong support. Disney’s expectation is that the film will have staying power, especially with the potential for a strong Mother’s Day weekend, where it faces minimal competition from Lionsgate’s *Shadow Force*.
Although the $76 million opening isn’t a $100M+ debut, industry insiders are not sounding the alarm. After all, *Thunderbolts*’s performance is indicative of the current state of post-pandemic Hollywood. Marvel films, while still powerful, are no longer the guaranteed hits they once were, especially with a more niche focus on antiheroes like Yelena Belova and the Winter Soldier, as opposed to traditional superheroes. Nonetheless, *Thunderbolts* skewed young, with 62% of its audience under the age of 35, a positive sign for long-term ticket sales as summer progresses.
A Deep Dive Into the Movie’s Marketing Push
Marvel Studios and Disney invested heavily in a targeted marketing campaign for *Thunderbolts*, emphasizing the film’s irreverent and edgy tone. The slogan “Not Super. Not Heroes” highlighted the unique nature of the movie’s antiheroes, which include fan favorites like Florence Pugh’s Yelena and Sebastian Stan’s Winter Soldier. The marketing campaign, which began at San Diego Comic-Con last July, also showcased the chemistry between the movie’s ensemble cast, including David Harbour, Wyatt Russell, and Julia Louis-Dreyfus.
The promotional partnerships were extensive and ambitious. Tide teamed up with Marvel for a quirky campaign that included a spot featuring Captain America and an action-packed moment from the trailer involving a “collateral stain” from a news van. Harley Davidson also made waves with their largest-ever cinematic collaboration, launching the 2025 Pan America ST bike in the film. Other partners included Wheaties, Mike and Ike, Cupra Kiro, and even Arizona Iced Tea, with limited-edition cans emblazoned with the *Thunderbolts* logo. These clever integrations demonstrated the movie’s playful tone, appealing to both moviegoers and fans of the brands involved.
In terms of social media, *Thunderbolts* performed well, generating a 570 million-strong social media footprint. Florence Pugh was particularly effective at driving engagement, with her social media posts racking up over 23 million views. With all these elements combined, the film’s promotional efforts positioned it as a compelling choice for audiences looking for something fresh and exciting.
*Sinners* Continues to Impress in Its Third Weekend
While *Thunderbolts* got off to a strong start, Warner Bros’ *Sinners* continues to defy expectations with a $33 million third-weekend haul, bringing its total domestic earnings to an impressive $179.7 million. This marks the best third-weekend performance for a horror film since *It* in 2017. The movie, directed by Ryan Coogler and starring Michael B. Jordan, has shown remarkable staying power, with projections indicating that the film could maintain a robust box office presence in the coming weeks.
The success of *Sinners* in its third weekend underscores the growing interest in horror films, particularly those with unique storytelling perspectives. The film’s solid hold is a testament to its broad appeal, and with IMAX screenings set to return on May 15, its momentum is far from over.
*Rust* Struggles in Limited Release
In stark contrast, Alec Baldwin’s *Rust* opened to a disappointing $25,000 across 115 theaters, with the film’s performance reflecting its difficult journey to the screen. *Rust*, a western thriller, is a day-and-date release, meaning its focus is more on digital streaming rather than theatrical distribution. The minimal marketing budget and the film’s low theatrical earnings are not surprising, given that most of its revenue is expected to come from PVOD (Premium Video on Demand).
*Rust* is particularly notable for its association with the tragic death of cinematographer Halyna Hutchins on set in 2021. With this context in mind, many are viewing the film’s release through a more complex lens. The film’s theatrical opening is modest, but it is expected to perform better in the digital space, where most of its revenues will be directed.
The Weekend Box Office: A Mixed Bag
While *Thunderbolts* claimed the top spot with $76 million, the overall box office saw some notable performances from other films as well. *A Minecraft Movie* brought in $13 million over the weekend, despite a -42% drop in its fifth week. Meanwhile, Amazon’s *The Accountant 2* posted a respectable $9.8 million, although it saw a -60% decline in its second week.
Sony’s *Until Dawn* saw a -54% drop in its second week, earning $3.65 million, while *The Surfer*, starring Nicolas Cage, opened to a modest $725K, signaling that audiences aren’t exactly flocking to this indie film. Similarly, *Warfare* and *The Amateur* struggled to maintain traction, with both films seeing steep declines in ticket sales.
A Strong Summer Ahead
Despite the mixed bag of results, the box office this weekend is still showing signs of recovery, with overall revenue up 98% compared to the same weekend last year. With blockbuster films like *Mission: Impossible – The Final Reckoning* and Disney’s *Lilo & Stitch* on the horizon, the summer movie season is shaping up to be a hot one.
While *Thunderbolts* didn’t hit the heights of previous Marvel blockbusters, it still performed admirably and is expected to hold steady over the next few weeks. The film’s blend of action, humor, and antihero charm has proven appealing to audiences, and with strong exit scores and positive word-of-mouth, there’s plenty of potential for growth in the coming weeks.