But people can control their health and safety and go out to have that escapist experience only the theater can provide. “If people were reticent to go out, it doesn’t matter what the movie would be,” he says. ![]() Dergarabedian says theatrical-exclusive films will bring audiences out to the movies - if there’s something worth seeing. Marvel EntertainmentĮven popular movies can suffer in a pandemic-impacted marketplace DC’s The Suicide Squadhad critical and audience acclaim, but its hybrid release perhaps worsened an underwhelming box office. Shang-Chi and the Legend of the Ten Rings, the first Asian-led blockbuster from Marvel Studios, grossed a mighty $94 million domestically in its Labor Day opening weekend. This movie is a symbol of the power of the theater to draw people even during a pandemic, a testament to how beloved the Marvel brand is, and it’s also a testament to creating stories from different points of view that feature what heretofore have been nontraditional superheroes.” “It’s really about the movies,” Dergarabedian says. More than that Dergarabedian says it communicates the deceptively simple strategy studios can use to get audiences back to theaters despite the pandemic: Tell good stories. Shang-Chi proves the mighty flex of the Marvel brand and the value of an audience ready and waiting to see authentic stories by filmmakers from diverse backgrounds. ![]() “This may be one of the most important moments for the movie industry, ever,” says Dergarabedian by phone. “One of the most important moments for the movie industry, ever.” While Shang-Chi’s sub-$100 million domestic gross is not the most impressive in Marvel history (pre-pandemic, 2019’s Captain Marvel grossed an epic $153 million stateside on its opening weekend in March, and about twice that overseas), industry insiders see Shang-Chi as a major win - especially given the ongoing Covid-19 pandemic and rising cases of the more contagious Delta variant.īut as the pandemic rages on, what does the success of Shang-Chi say about what the rest of the year’s major movie releases? One box office analyst, Comscore’s Paul Dergarabedian, tells Inverse that Shang-Chi’s Labor Day victory will have a seismic impact.
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