Director Explains Why “The Flash” Flopped

The Flash’s Box Office Woes: A Quadrant Conundrum

In recent years, superhero movies have enjoyed a seemingly invincible run. Yet, with the arrival of "The Fastest Man Alive," DC fans received a shocking jolt. Despite its fast-paced action and a big budget, "The Flash" didn’t race into success as expected. According to director Andy Muschietti, this DC Universe chapter fell short due to missing audience appeal across all four quadrants: older men, older women, younger men, and younger women.

Box Office Numbers and Audience Demographics

Debuting in the summer of 2023, "The Flash" closed out its box office journey with a global total of just $266 million. This figure highlights a significant misfire when considering its $200 million production cost. Muschietti explained that Warner Bros. aimed to lure every demographic into theaters. However, the audience numbers didn’t align with those ambitions. According to Comscore PostTrak data, its premiere attracted 47% of men over 25, 29% of men under 25, and only 17% of women over 25, alongside a meager 7% of women under 25.

Comparisons and Contrasts with Past Hits

Comparatively, DC’s previous smash hits like "Wonder Woman" or "Aquaman" enjoyed considerable female support. In fact, "Aquaman" garnered an impressive 84% approval from women over 25. Muschietti noted, during a conversation with La Baulera del Coso, that women didn’t connect with the central character Flash. This particular problem became a significant roadblock on the film’s path to success.

Adding to its troubles, "The Flash" faced stiff competition. Although it initially outpaced Pixar’s "Elemental" with a $55 million opening weekend, it only managed $15.1 million in its second weekend. It then dipped to third place behind a resurgent "Spider-Man: Across the Spider-Verse." Even Jennifer Lawrence’s comedy "No Hard Feelings" nearly out-earned Barry Allen’s adventure as weeks passed.

Critics and Controversy

Critically, "The Flash" also faced hurdles. With a Rotten Tomatoes rating of just 63% and a B CinemaScore, the film performed poorly among other divisive DC installments. Beyond the big screen, its lead actor, Ezra Miller—previously appearing in 2017’s "Justice League"—stirred controversy that shadowed promotional efforts. Such complexities spurred DC Studios’ James Gunn to hold off on further Flash-centric projects.

A New Era Ahead for DC

Despite the setbacks, the DC Universe has grand plans on the horizon. Moving ahead from this box office stumble, Muschietti is set to helm "The Brave and the Bold," bringing Batman and Robin into the revamped DCU. The slate also features Gunn’s "Superman" reboot and "Supergirl: Woman of Tomorrow." Notably, these upcoming flicks aim to recapture the all-quadrant appeal that “The Flash” struggled with. As the DC Universe continues to evolve, lessons from its scarlet speedster’s misstep may pave the way for future triumphs.