Sony’s Marvel spinoffs face challenges as ‘Kraven the Hunter’ debuts to muted response

Sony’s Marvel spinoff franchise struggles with declining box office returns, and inconsistent quality in films.

Sony Pictures’ latest Marvel spinoff, Kraven the Hunter, faced an underwhelming reception at Brazil’s Comic Con Experience (CCXP) on Sunday. The surprise panel for the $110 million antihero film played to a half-empty venue, reflecting declining enthusiasm for Sony’s Marvel films beyond the mainline Spider-Man franchise. Scheduled to release on 3,000 screens this Friday—a significant reduction from Venom: The Last Dance—the film’s modest debut underscores concerns about the franchise's future.

Sony’s attempts to build a shared cinematic universe around Spider-Man’s rogues gallery have encountered repeated setbacks. While 2018’s Venom grossed $856 million worldwide, subsequent films struggled. Morbius earned $167 million globally, suffering a 74% second-weekend box office drop, while Madame Web debuted with just $52 million worldwide earlier this year. Even Venom: The Last Dance managed $472 million globally, well below the franchise’s earlier success.

Critics attribute these issues to inconsistent tone and lack of quality control. Sony's Marvel films have failed to establish a unified style comparable to the Marvel Cinematic Universe, often leaving audiences confused about whether the movies were horror, action, or comedy. Industry insiders suggest Sony may need to pivot to new intellectual properties to regain momentum.

According to Comscore analyst Paul Dergarabedian, Sony’s spinoffs rely heavily on the “halo effect” of Spider-Man’s branding, but the strategy has not guaranteed success. Despite the challenges, Dergarabedian noted that Kraven the Hunter could appeal as R-rated counterprogramming during the December season.

Sony has invested over $465 million in its Marvel spinoffs, yet waning audience interest suggests the end of the road for the franchise may be near.