Why The Marvels Flopped
2. The Short Runtime Encouraged People To Wait For Disney+
Roger Ebert once famously said that "No good movie is too long and no bad movie is short enough," and while he's absolutely right, it's tough to deny that runtimes do matter to general audiences.
Simply put, in an era where viewers are tougher than ever to persuade to leave the house for a movie, they want to feel that they're getting sufficient bang for their blockbuster buck - hence why so many tentpole films are now maddeningly close to three hours in length.
In many respects The Marvels' 105-minute runtime - making it the shortest MCU movie to date - feels like a breezy blessing, but given that it leaves a movie barely clocking in at 90 minutes sans-credits, many might feel that it just isn't worth the price of a cinema ticket.
This, combined with the film not selling itself as one that fans need to see immediately, makes it incredibly easy to wait for the Disney+ release, presumably in early January.