After a terrible opening weekend, projections indicate Dark Phoenix could stand to lose a lot of money.
According to Deadline, the movie will likely only take in $33 million domestically this weekend. Dark Phoenix will earn $140 million globally over its opening weekend, but the movie's final total box office is predicted to fall between $300 and $325 million, with a chance of that number dropping even lower. As the production and marketing budget is estimated to have run more than $350 million, Dark Phoenix might end up losing between $100 and $120 million after ancillaries -- such as home video -- are factored in. In general, a film needs a gross double its budget in order to be considered profitable.
Dark Phoenix is currently the lowest-rated X-Men film on Rotten Tomatoes at 22%. The film received a B- CinemaScore, the lowest for any X-Men film. However, movies with worse ratings have fared better at the box office, so it's not entirely clear just why Dark Phoenix failed. There are a few factors to consider, including Disney's acquisition of the X-Men from Fox. This means the team is likely to get brought into the Marvel Cinematic Universe, potentially reducing the film's appeal. Frequent delays might have also hurt reception and expectations.
Sources speaking to Deadline blamed the film's marketing and the date choice. “They never brought it up in meetings that we were on the same date [as Secret Life of Pets 2],” the source said. Another source blamed the materials themselves, saying, “Sophie Turner is a beautiful actress, and they never showed that in any of the marketing materials. Instead they made her look like a zombie.”
Directed and written by Simon Kinberg, Dark Phoenix stars James McAvoy, Michael Fassbender, Jennifer Lawrence, Nicholas Hoult, Sophie Turner, Tye Sheridan, Alexandra Shipp, Kodi Smit-McPhee, Evan Peters and Jessica Chastain. The film is in theaters now.