As the summer movie season officially kicks off, cinema operators are looking to the fashion-forward humor of “The Devil Wears Prada 2” to draw audiences, a departure from the traditional blockbuster superhero or high-octane action films that have dominated early May for the past two decades. This shift coincides with a noticeable decline in the box office power of action movies, according to recent industry analysis.
Shifting Season Openers
Walt Disney initially planned to launch “Avengers: Doomsday” on the first weekend of May, a slot historically reserved for major action tentpoles. However, the studio cited the need for additional post-production time, opting instead to release “Prada 2,” a comedy featuring Oscar winners Meryl Streep and Anne Hathaway.
Box office analysts anticipate a strong opening for “Prada 2,” projecting it to be a significant draw. This strategic release highlights a broader trend: a decrease in the box office dominance of action and adventure films.
The Declining Appeal of Action Flicks
An analysis of U.S. and Canadian box office receipts by TD Cowen analyst Doug Creutz reveals a significant trend. In 2025, action and adventure movies accounted for only 35% of ticket sales among the top 100 films. This figure matches the lowest share recorded since 2010 and marks the third consecutive year this genre has hovered in the mid-30% range.
This is a stark contrast to the 2010s, when franchises like Disney’s Marvel superhero films and Universal’s “Fast & Furious” racing series consistently drew massive crowds. As recently as 2022, boosted by the success of Tom Cruise’s “Top Gun: Maverick,” action movies still commanded 56% of domestic box office revenue.
The number of action films released theatrically has remained relatively stable, averaging around 25 annually for over a decade. This suggests the decline in box office share is not due to a lack of supply but rather a shift in audience preference.
Audience Fatigue and Quality Concerns
Creutz suggests that while a portion of the sales decline may be attributed to lower film quality, even critically acclaimed action films are underperforming compared to pre-pandemic levels. “It appears audiences are no longer eager to see even good superhero films today as they were pre-pandemic,” Creutz noted in a research report.
This sentiment indicates a potential audience fatigue with the superhero and high-octane action genre, which has been heavily saturated in recent years.
The Rise of Alternative Genres
Conversely, family films and horror movies are experiencing a resurgence at the box office. Recent successes like “Lilo & Stitch,” “Zootopia 2,” and “The Super Mario Bros. Movie” demonstrate a growing appetite for content outside the action realm.
Theatre operators view genre popularity as cyclical. Greg Marcus, president and CEO of The Marcus Corporation, emphasizes the importance of a diverse film slate. “We need more dramas and comedies,” Marcus stated. “They say nobody goes to dramas or comedies anymore. It’s because they aren’t actually making anything (in those genres) to go to.”
Continued Hope for Action Blockbusters
Despite the overall trend, action movies are not entirely out of favor. Analysts remain optimistic about upcoming summer releases, including “Spider-Man: Brand New Day” and the “Star Wars” film “The Mandalorian and Grogu.” The delayed “Avengers: Doomsday” is also slated for a December release, aiming to recapture the magic of its predecessors.
The immense success of 2019’s “Avengers: Endgame,” which grossed $2.8 billion globally, highlights the genre’s potential when executed effectively. The upcoming “Avengers” film is expected to be a major draw.
The “Prada 2” Experience
To capitalize on “The Devil Wears Prada 2,” cinemas are rolling out themed promotions. These include purse-shaped popcorn buckets, specialty cocktails, desserts like “Devil’s Chocolate Mousse,” and “fashion emergency” kiosks offering beauty products in lobbies.
Shawn Robbins, director of movie analytics for Fandango and founder of Box Office Theory, believes “Prada 2” could champion greater genre diversity in theaters. He projects the film to earn at least $70 million domestically in its opening weekend, with some analysts predicting up to $100 million.
Looking Ahead: A More Diverse Box Office?
The success of “Prada 2” and the continued strength of family and horror films could signal a more diverse future for summer box office revenue. “I guarantee there are a lot of people hoping it’s the new normal,” Robbins commented, noting a public desire for films beyond the action genre. “It doesn’t have to be just one genre that launches moviegoing into a very lucrative season.”
The coming months will reveal whether this shift is a temporary fluctuation or a fundamental change in audience preferences, potentially reshaping Hollywood’s release strategies and the types of films that define blockbuster success.
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