Superhero movies refuse to die: Marvel Studios & DC to dominate Comic-Con

Despite recent box office struggles, Marvel and DC are set to dominate San Diego Comic-Con.

The superhero genre is far from extinct, as evidenced by the upcoming convergence of San Diego Comic-Con (SDCC) and the release of Marvel Studios' "Deadpool & Wolverine," a film projected to achieve the highest box office opening of the year. This unique alignment of events highlights the genre's enduring appeal and the power of SDCC as a promotional platform.

Marvel Studios is returning to Hall H with two panels: one celebrating the opening night of "Deadpool & Wolverine" and another showcasing the future of the Marvel Cinematic Universe (MCU). This move aims to reassure fans of the brand's strength despite recent underperformances like "The Marvels" and "The Eternals." HBO and DC Studios will also present a first look at "The Penguin," a spinoff series of Matt Reeves' "The Batman." James Gunn and Peter Safran's Warner Bros. comic book studio may also unveil surprise announcements during the event.

However, the superhero genre faces challenges. Recent films like Sony/Marvel's "Madame Web" and DC's "The Flash," "Aquaman: The Lost Kingdom," and "Blue Beetle" have struggled at the box office, leading to concerns about "superhero fatigue." Despite this, studios continue to invest heavily in the genre, recognizing its potential to draw audiences back to theaters.

Interestingly, several major upcoming films are skipping SDCC, including Warner Bros.' "Beetlejuice, Beetlejuice" and DC's "Joker: Folie à Deux," both opting for Venice Film Festival premieres. Sony/Marvel's "Venom: The Last Dance," "Kraven the Hunter," "Spider-Man: Beyond the Spider-Verse," Universal's "Wicked," Paramount's "Gladiator II," and New Line's animated "Lord of the Rings: The War of Rohirrim" are also absent.

While some studios cite Marvel's dominance or question the relevance of SDCC, others are embracing alternative promotional strategies. Lionsgate, for instance, is launching a "Borderlands" experience in the Gaslamp Quarter, including a Moxxi's Bar inspired by the film.

The future of superhero movies lies in quality over quantity. Studios are focusing on fewer, but higher-caliber, films that avoid overly complex narratives and offer unique characters paired with the right stars. Marvel's 2025 slate includes "Captain America: Brave New World," "Thunderbolts," and "Fantastic Four," while DC Studios has James Gunn's "Superman" planned for next year.

Despite the recent setbacks, the superhero genre is far from finished. It remains a powerful force in the film industry, capable of captivating audiences and generating significant revenue. The convergence of SDCC and "Deadpool & Wolverine" marks a pivotal moment, showcasing the genre's resilience and potential for reinvention.