Now that Marvel has successfully established the movie universe, its brand effect has spread throughout the entire entertainment industry, and its influence is extremely large. The value of IP is more than 35 billion US dollars, and has even entered the top 10 list in the world.
and its old rival, DC, on the contrary, it has not developed smoothly. The value of the established DC universe is only more than 60 billion US dollars , which is not even as good as the value of Superman and Batman's single IP (Superman IP is worth 11.1 billion US dollars, Batman IP is worth 25 billion U.S. dollars)
Seeing this, some people may be puzzled. Didn’t it mean that DC and Marvel are both giants of the US? Why is there such a big gap between the two now? Is the so-called "giant" title of DC an illusion? The potential of
DC
The first thing you need to know, is the potential of the IP of DC?
In fact, since the last century, DC has two biggest advantages over Marvel. is Superman first and Batman the second.
If you have children's shoes, how can you say that only Superman Batman is DC's advantage? Isn't DC Comics an advantage? What "Heaven Is Coming", "The Dark Knight Returns" and so on are all over Marvel!
But unfortunately, is actually just an advocacy by some domestic marketing accounts. . In fact, since the 1980s, Marvel’s comics have been ahead of DC in terms of market share, even accounting for 70% at the highest point. DC is only 19%. Even as of this year, Marvel's market share is still 40%~60%, while DC is only 30%~40%.
However, since DC was acquired by Warner Bros. as early as 1969, no matter how bad the comics are, they will still not go bankrupt. After all, there is a funder behind it.
Even if Marvel surpasses DC in comics, its potential is still far worse than DC. The reason is because of Superman and Batman .
, as the first two superheroes in the history of American comics, Superman has already become a cultural symbol and has been exported to the entire world, and after a series of successful movies, the popularity of his American comics No.1 is also unshakable.
The two advantages of Superman and Batman are definitely not something that Marvel Comics sells better than DC can make up for. For a more specific example of
, take a look at the 2016 movie "Batman vs. Superman" (BVS for short).
At that time, the Marvel universe had been established for 8 years, and the popularity of heroes such as Iron Man and Captain America has also been rising. DC claimed that Superman and Batman would be on the same stage. How would Marvel respond?
First, bring the most gimmicky "Civil War" in the comics to the screen, as the main story of "Mei Team 3".
Second, the copyright of the most popular hero Spider-Man is in Sony Pictures, so I quickly negotiated with Sony to add Spider-Man to the "Civil War" and "Spider-Man joins the Marvel universe" to ensure the popularity.
Third, the original BVS file was set on May 6, 2016, and Marvel also scheduled "Civil War" to be released on the same day. Obviously, it adopted the tactical attack of "I would rather earn less, and never let you succeed". Strategy. Is
terrible? Just the news that Superman was going to be on the same stage with Batman made Marvel, which is very mature in the movie universe, hastily made so many countermeasures.
And what are the box office results of BVS and "Civil War"?
BVS’s weekend opening score was $166 million, and "Civil War" was $179 million.
looks like the latter is slightly hotter, but this is not the case.
BVS’s first day’s box office was $81 million, while "Civil War" was only 75 million. However, BVS dropped as much as 37.9% the next day due to poor audience reputation, while "Civil War" dropped only 18.9% the next day. The total amount of days will be higher than BVS.
In other words, if the BVS audience's reputation is not bad, according to the normal trend, the opening of the painting is higher than the "Civil War".
established the Marvel Universe for 8 years, and the box office on the first day is still not as good as Superman and Batman's partner.
The data ofis not deceiving. Because of Superman and Batman, DC's potential has always been very large. Coupled with the veteran heroes such as Wonder Woman and Flash who are also very popular in North America, is in terms of value. , DC is no doubt not inferior to Marvel.
However, although DC is a good card, whether a good card can be played well or not has to be played by the card player. Even if you give you a king blow, it is useless to open it and play it. Unfortunately, they are also good cards. Marvel’s poker players Disney and Kevin Fitch have superb skills, so Marvel is flourishing;
and DC’s poker players Warner Bros. and Zach. Schneider's card skills were so thin that DC wasted its own advantages time and time again, and eventually lost the opportunity to catch up with Marvel.
Warner’s unknown
After the failure of "Green Lantern" in 2011, Warner Bros. quickly recruited Zach Schneider to use "Superman: Man of Steel" as the pioneering work to re-establish the DC universe.
"Man of Steel" was released in the summer vacation of 2013. Thanks to the influence of the IP of Superman, the box office reached 116 million , but the next week’s decline was as high as 64.6%. The box office trend is like a roller coaster. , The final North American box office was only 291 million US dollars, and the global box office performance was only 668 million US dollars.
and the film's reputation abroad is also , and its freshness index on Rotten Tomatoes is only 56%. Although the fighting design and visual effects of the film are superb, but the rhythm issues are also quite obvious.
Compared with Marvel’s pioneering work "Iron Man", the box office in North America is as high as 318 million, and the global box office is 585 million. The box office in the home region has surpassed "Man of Steel", and the global box office is only slightly lower, but considering that in 2008 At that time, the popularity and influence of Iron Man and Superman differed by several dimensions. Therefore, was obviously far better in the film "Iron Man" than "Man of Steel".
word of mouth not to mention, "Iron Man", whether it is on Rotten Tomatoes, or IMDB, MTC and other major websites have very high ratings.
Generally speaking, although the film scores are relatively ordinary, it is not a problem to establish a sequel. After all, it is profitable, but Warner executives made an incredible move at this time.
That's right, , they handed over the planning of the entire DC universe to Zach Schneider. Is
magical? "Man of Steel" has a mediocre box office and a polarizing reputation. In this case, Warner Bros. dare to entrust the entire DC universe to this director?
can only say that the high-level gaze of Warner Bros. is really worrying, and it is also bold. If you change to Disney, it will definitely not be so hasty.
At the same time, the Warner Bros. film industry has a feature that when they trust the director, they will delegate power to him to the greatest extent. Therefore, the quality of the film depends entirely on the director's ability, and once they feel that the director cannot be trusted , It will give many restrictions.
Zach Schneider in this period belongs to the former, therefore gained the power to control the entire DC universe, and Warner Bros. also trusted him very much.
How powerful was Zach Schneider in this period?
First, the casting of all heroes in the entire DC universe is all appointed by him, whoever he says will play.
Second, he determines the development direction of the entire DC universe, and the direction he sets, and then the directors of hero personal films must follow this direction.
Third, he has the final say on the projects of the DC Universe. He agrees to set up the project. He also has the final say on the budget cost. "Suicide Squad" is the product of this period. Director Aye wants to make this movie. , Zach was the first to find, and Zach nodded and passed. Zach Schneider, who has the supreme power of
, also started his second film in the DC universe, which is "Batman v Superman: Dawn of Justice."
As mentioned at the beginning, the BVS movie is very popular because it is the first time Superman and Batman are on the same stage. The production period lasted for 3 years. Various DC comicsThere is no possibility of failure for from the perspective of rigid conditions. When
was released in Marvel's "Ant-Man" in 2015, Zach Schneider even sneered: "BVS is not a short-lived "Ant-Man"." can also see that Zach Schneider thinks. BVS shot quite well.
However, the fact is that she slapped her face mercilessly, and BVS pounced on the street, and it was shocking.
Some domestic groups claim that the BVS movie is a so-called polarization, not on the street, but it is totally deceiving , or that said, the data will not deceive, let’s take a look at the results of BVS.
's first day's box office was 81 million U.S. dollars, and the first week was 166 million U.S. dollars. The final North American box office was 330 million and the global box office was 874 million.
Wow, it seems that the box office is almost 900 million, which seems to be very good? But first of all, we must know that the production cost of this film is as high as 250 million US dollars. According to the popular saying that triple the box office cost can be recovered, how much profit is calculated?
Next, let’s take a look at another movie "Jurassic World" with a similar box office on the first day.
"Jurassic" has the same box office as BVS on the first day of 81 million, but the final box office in North America is $652 million, almost twice that of BVS, and the global box office is $1.67 billion, ranking sixth in movie history.
has the same box office on the first day, indicating that the popularity of the two films is similar, but the stamina is not at the same level. determines the stamina of the film, which is the reputation of the audience . In other words, most audiences do not like the BVS movie.
Incidentally, BVS is also the only commercial film in the history of film that has a cost of more than 100 million yuan and an opening of more than 100 million yuan, but the final North American box office is less than twice the box office (1.99 times). Yes, is the only one.
Zach Schneider's mockery of "Ant-Man" at the beginning can be said to be a feedback from the evil force. BVS is indeed not as short-lived as "Ant-Man". After all, the stamina trend is so bad that it broke the record.
look at the word of mouth again, whether it is Rotten Tomatoes, IMDB, MTC all failed , it should be noted that the score has not risen after the director’s cut version came out.
and even the domestic Douban, the score is not high (at the time it was released, the box office was only 610 million), the film was even nominated for a foreign Golden Plum Award (nominated for bad film).
is such a that has no box office, no word of mouth, no word of mouth, whether it is professional film critics or most ordinary audiences, it gives bad reviews, and also won a bad film nomination award movie, polarized? No, it's actually on the street, but some people don't want to admit it.
At this moment, the Warner Bros. senior executives must have the heart to jump off the building. It gave you 3 years, so much power, everything is up to you. The result?
But the most terrible thing is that because Zac was given too much power before, Zac had already started back-to-back shooting "Justice League" when BVS was filming. After the BVS score came out, "Zheng Lian" had already been shot. Up.
If it were Disney, it would definitely rather lose a little money to terminate the project forcibly. After all, "Justice League" is DC's last trump card.
Unfortunately, Warner executives do not have the courage of Disney. The termination of the project will result in a lot of losses, and the money invested will not be returned. In the end, they decided to let Zac continue shooting.
However, after the release of "Suicide Squad" in August of the same year, because of the poor reputation of the film that Zach agreed to establish, the Warner executives were finally unable to restrain themselves. As mentioned earlier, Warner will give unlimited power to trusted directors. The directors who don't trust will be yelled at, so Zach's shooting process is quite unsuccessful.
Finally, after Zac’s daughter committed suicide, Warner fired him on the grounds that he needed time to calm his mood, and asked George Weyden to take over the filming of "Zhenglian". As everyone knows, the movie was also bad.
After the failure of "Justice League", the DC universe has actually existed in name only . Today's DC movies, such as the previously released "Joker" and "Batman" in 2021, have nothing to do with the DC universe, and can be said to be independent movie of.
DC has all the advantages of MarvelNo longer exists.
Murderer and Murderer
It can be said that the director of Warner and Zach Schneider is the two "murderers" who made DC decline.
As long as you look at the data, it is not difficult to find that the results of the DC movies filmed by Zac are either very average or shocking, and such a director has been blown by some domestic marketing horns as the "director who can make comic movies." It can be said to be really sad.
also has a saying that because DC movies are in a dark style, the audience is destined to be not wide, so poor film results are not Zack’s pot, but this is completely a secret change. The reason for
is very simple. In the early words, Nolan's "Batman" trilogy is also a dark style, but regardless of the box office reputation is very good, especially "The Dark Knight" is known as the ceiling of superhero movies.
said that the recent release of "Joker" in October is also dark style, the box office reputation is also a mess, from a profit point of view, because the cost is too low, it can even be side by side with "Reunion 3".
Why do people’s dark-style DC movies make good filming? It requires word-of-mouth and word-of-mouth, but the box office has a box office, but it's just that you Zach Schneider did not make it well.
So, the dark style means that you don’t want to go back, it is purely a question of director ability.
As the helm of the DC universe, Zach still has a big problem that will not plan the universe .
For example, the DC Universe has only progressed to the second movie, and the human identity of Superman Clark Kent is gone. How will the future Superman movies be made?
Batman is 50 years old, how to make personal movies in the future? Do you want to shoot old Batman?
, Robin who died turned out to be the core nightwing of the young Titans, so the popular organization of the young Titans is gone, and Nightwing's personal movies are gone. You must know that this character is popular in DC before 10 or even top 5.
recently released the "Justice League" director's cut version. Zack personally confirmed that it was 214 minutes long. According to his dictation, "Justice League" was originally going to film a trilogy. In the first part, Superman is because Louis died. Controlled by the BOSS Darkside, the second Caspian and Wonder Woman will die, and the third is Batman sacrifice.
can imagine, this so-called trilogy is really filmed, what movies can be interspersed between ? Superman is manipulated by the villain, Aquaman and Wonder Woman are dead, Batman is 50 years old, and their personal film project is definitely gone. Converting
to Marvel, this is equivalent to making Thanos appear in "Avengers 1" to kill half of the Avengers so nonsense.
This is called the planning of the movie universe?
However, Zach didn’t seem to be aware of his problem. In the previous interview with the zombie film project, he even openly claimed that “Batman should kill people. Do you think that Batman doesn’t kill people, XXX are dreaming? I'm here to break your place? (the original words are physical breaks, very vulgar)"
Of course, Batman does not kill people is a public understanding in the American comics world, Zach's move caused bats at the time The chief writers of comics and animations are unanimously ironic, and they all said that it is fortunate that Zach no longer touches DC movies.
And in fact, as these chief writers said, after Zach left, DC movies developed better and better.
's "Aquaman" in 2018, although the North American reputation is average, but the global box office is as high as 1.147 billion US dollars; in 2019, "Shazam", although the box office is ordinary, but the North American reputation is very high; "Joker" released 2 months ago, regardless of the box office Or the reputation is super first-class.
Today's DC movies can either have a box office, or have a reputation, or both, which is much better than the "three noes" situation that Zack was in charge of the DC universe.
As for the issue of Warner, as mentioned earlier, is not aware of people, short-sighted, and lacking courage. Needless to say, if you don’t know people well, the short-sightedness is that Warner’s senior management will always only see immediate benefits and no longer-term plans.
For example, when the movie "Aquaman" has exploded, the derivative movie "The Trenches" will be launched. This movie is still a horror film with a narrow audience and an expansion of the worldview.It doesn't make any sense, it's purely a project that Warner wants to take advantage of the popularity of Neptune.
Superman is still very popular today, but it has shown a downward trend. As one of DC's two ace cards, Warner should find a way to stop this trend, and the best way to increase the popularity is of course to make a movie, but Warner has not given it. The reason for the establishment of a Superman movie is actually because of the high cost of Superman movies.
In fact, from the perspective of Warner’s operations, is a film industry style that is biased towards petty citizens. However, is actually the second largest in Hollywood (previously the first in Hollywood), and it has both capital and capital. Ability to "let go and fight" like Disney did.
Look at the courage that Disney did not hesitate to spend 4 billion US dollars to buy the entire Marvel in 2009. Compared with the current Warner movie making a Superman movie, it is a matter of course that Disney surpassed Warner to become the hegemon of Hollywood. .
Although the development of DC movies is getting better and better now, because is very independent of each other, cannot form a movie universe.
In any case, although DC cannot catch up with Marvel for the time being, still has its potential in . After Zach has left, as long as Warner is playing steadily, we may really see DC and Marvel in the future.
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