What's the cause of DC's latest box office struggles? The Flash's failure comes from Ezra Miller, bad CGI, franchise confusion and much, much more.
The Flash may feel like just another box office failure: for 2023, for DC, for superheroes. But what’s really going on here is a microcosm of the strains that exist in modern Hollywood, teaching how a movie is marketing repeatedly through its life cycle and the trends that are beginning to choke out the industry.
While the mainstream permeance of the allegations against Miller is hard to quantify outside the Twitter bubble, it’s undeniably a negative mark on the movie, and one that soured the build-up of momentum. 13 The Writer’s Strike Hurts Wider Promotion Even with director Andy Muschietti and Calle taking on the bulk of the interview heft for The Flash, there was a further mar to their exposure. The Flash may have picture-locked well before the WGA strike began, but its impact was still felt.
How financially damaging the fan screenings were themselves is hard to quantify, and while there’s no doubt those in attendance would have bought a ticket opening weekend, the actual number of screens and people makes it a lowball estimate. However, the impact they had on the discourse, allowing spoilers of cameos and criticisms of CGI to leak through well before most had seen, soured and directed the conversation.
10 Audiences Don’t Love This Version Of The DC Universe The current iteration of the DC Universe, of which The Flash is something of an unwitting denouement, began in 2013 with Man of Steel and it’s been a rocky road ever since.
His first solo appearance, then, isn't that deep into his tenure. Yet it is, essentially, Flashpoint, a universe-defining event that, while hinging on Flash’s origin, has wider ramifications for the whole universe that rebooted the entire comics run up to that point. What does is Michael Keaton. He was the core of the advertising from the moment he signed on, used to amp up expectations for a solo Flash film. Quite why he doesn't hit in the same way as other legacy-quel cameos is a nuanced one worthy of its own article. Did Warner Bros.
The target audiences may differ, but a lack of clarity between the two further muddied the messaging, the movie neither steering into what the show provided to the character or making clear the argument of a distinct take. This is compounded by Ezra Miller’s cameo in the Crisis on Infinite Earths event, and them teasing in interviews there’d be a crossover with Grant Gustin. It may seem simple to those terminally online, but there's a deep-rooted confusion at play that was roundly ignored.
There was an undercurrent effort to suggest that The Flash’s Flashpoint story would be the event that reset the DCEU . This ran up to release, and is likely why the George Clooney cameo was kept under wraps: what if that unseen Bruce Wayne is the star of The Brave and the Bold? Now, that seems incredibly unlikely, a coda gag more than anything for the future.
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