Marvel Studios President Kevin Feige has finally addressed the so-called “superhero fatigue” head-on — and he’s not throwing in the towel anytime soon. Despite recent box office underperformers like The Marvels, Thunderbolts, and Eternals, Feige remains optimistic about the genre’s future. He believes that the solution lies in smarter storytelling, fewer releases, and learning from both successes and missteps.
Quality Over Quantity: Marvel’s New Direction
Feige recently spoke at a press conference where he revealed a significant shift in Marvel Studios’ strategy. Instead of flooding the market with multiple series and movies each year, the studio plans to slow down.
“Making two or three movies a year, some years it will be one, some years it will be three,” he said. “We’ll be down to a single live-action show a year.”
This curated approach is Marvel’s response to feedback from both audiences and industry experts. The previous model, which included dozens of hours of content between theaters and Disney+, led to oversaturation. From the start of the MCU through Avengers: Endgame, Marvel produced about 50 hours of content. Post-Endgame through 2025’s Fantastic Four: First Steps, the total jumps to 127 hours — including both live-action and animated projects.
A Wake-Up Call: The Marvels and Thunderbolts
Feige openly acknowledged that The Marvels served as a reality check. While Captain Marvel grossed over $1 billion globally, its sequel barely made a dent. Why? According to Feige, the lack of connection with newer characters introduced only on Disney+ was a key issue.
Characters like Ms. Marvel and Monica Rambeau, though featured in TV series, weren’t familiar enough to mainstream moviegoers.
“There was that residual effect of people going, ‘I guess I had to have seen these other shows to understand who this is?’” Feige explained.
Similarly, Thunderbolts, while a well-made film, didn’t perform well because of its lesser-known characters and an unfamiliar title. But Marvel hasn’t given up on the antihero team — they’re still expected to appear in upcoming Avengers movies.
Lessons Learned: Trimming the Budget, Testing Smarter
One of the biggest lessons Marvel learned over the past few years? Cost control.
Feige revealed that movies like Deadpool & Wolverine, Fantastic Four, and even Captain America: Brave New World are now significantly cheaper to produce compared to films made just a couple of years ago. The studio has taken cues from indie-style filmmaking, including the efficient production style of The Creator, which was shot in Thailand on a modest budget.
“The movies made over the last two years have been upwards of a third cheaper than they were two years before that,” he said.
Marvel is also evolving how it tests content. Historically, the studio relied on internal family-and-friends screenings. But now they’re also utilizing third-party test audiences to gauge real-time feedback and keep quality consistent.
Is A.I. the Future of VFX?
Feige touched on one of the industry’s most hot-button topics: Artificial Intelligence.
He remains cautious, saying, “Is A.I. going to [lower costs and maintain visual quality]? I don’t know that.”
While Marvel continues to push the boundaries of CGI and visual storytelling, it’s clear the studio is approaching the A.I. conversation with thoughtful scrutiny rather than blind enthusiasm.
No Regrets About Disney+ Expansion — But Lessons Were Learned
While many point fingers at Marvel’s Disney+ era as the root of superhero fatigue, Feige disagrees — mostly.
“I’m proud of the experimentation and the evolution,” he said. “It’s the expansion that certainly devalued.”
Shows like WandaVision and Loki were major wins, creatively and critically. But when every character from a side series ends up in a movie, audiences start to feel like they need a homework assignment just to keep up.
The initial plan following Endgame was to experiment and diversify. Sequels were a given, but Marvel also wanted to take big risks, starting with Eternals.
“If you take success and don’t experiment with it, and don’t risk with it, then it’s not worth it,” Feige explained.
Giving Credit Where It’s Due: James Gunn’s Superman Success
Feige also commented on the box office performance of Superman, which recently crossed $407 million worldwide. Contrary to assumptions, he sees this as a sign of strength for the superhero genre overall — not a threat.
“Look at Superman — it’s clearly not superhero fatigue,” he said.
Feige even praised Superman director (and former Marvel collaborator) James Gunn. The two exchanged messages after the film’s release.
“I was telling him how much I loved the movie,” Feige shared. “And he said, ‘Wouldn’t exist without you guys.’”
Despite Marvel vs. DC rivalries that often dominate fan discourse, it’s refreshing to see collaboration and mutual respect at the executive level.
Looking Forward: Fantastic Four, Deadpool & The Return to Theaters
Feige remains optimistic about Marvel’s upcoming slate. Fantastic Four: First Steps is tracking to become the studio’s first $100M+ opener of 2025. Deadpool & Wolverine also looks like a surefire success thanks to its blend of R-rated comedy and fan-favorite characters.
Marvel’s renewed commitment to theatrical releases, efficient production, and storytelling that balances continuity with accessibility suggests a course correction — and a potential comeback.
Final Thoughts: Superhero Stories Still Have Power
Despite a rocky few years, Kevin Feige is far from surrendering the MCU crown. By trimming the fat, refocusing the storytelling, and reconnecting with what made the franchise a global phenomenon, Marvel is on the path to regaining its cinematic dominance.
And with both Marvel and DC showing signs of life at the box office, it’s clear that superhero fatigue isn’t a death sentence — it’s a wake-up call.