First, it would be weird to say that was because Marvel was falling apart. It was the conclusion of a decade long movie franchise. Of course people might watch something else once the story they had been following was done. It doesn't mean they won't come back or didn't like the new movies, it means they wanted a break.
But mainly, it's also not true. Leaving aside 2020 (when Marvel released their movies all online), let's look at 2021. 4 out of the top 10 movies were Marvel movies (including number 1).
In 2022, they have 3 of the top 10 slots. They were beaten out by the Top Gun reboot and the latest Jurassic Park
My point exactly. We tire of the familiar.
> 4 out of the top 10 movies were Marvel movies
Disney operates at a scale none of their peers can match. They have the most well tuned pipeline of any production company. I'd expect this.
Nevertheless, metrics point to declining interest. If I had time to write a longer comment, I'd be able to cite sources and offer more than just a suggestion to google "marvel fatigue".
Which is both sad and hilarious in the context of this thread
In 2021, the only original things were the highest production cost Chinese movie in history that glorified the Chinese army vanquishing their enemies (South Korea, the US) in the Korean War (this is the one that got a sequel) and a Chinese comedy. The western movies were the latest Bond, Fast and Furious, Kong vs. Godzilla, and Sing 2.
(A Chinese movie series also was in the top 10 in 2021)
That's been true since 1983.
Star Wars, once lauded, has been milked dry. There are a few good works, but by and large they're beating a dead horse.
The same thing is happening to Marvel. People checked out after Endgame.
Game of Thrones was so near to perfection. It had an unusually large cast of a hundred characters and an expansive world to draw down. But even if the new show is good, the magic is gone.
The mystery of Stranger Things after season one ended. We're getting a rehash with common character tropes you can find anywhere.
The allure of Westworld softened after season one attempted to open up to bigger themes, but actually cut down on the possibility space.
The third Godfather. Dexter. Every single Jurassic Park but the first. Jaws. On and on.
Chiefly, it's simply a function of multiplied probabilities to continue with a success streak. Eventually the odds do not pay off in your favor.
But I think another contributing factor is that our brains begin to fit the shape of the setting, the motifs, the character arcs, the narrative world - and we just aren't surprised or pleased any longer. Few people would ask for twenty seasons of a show. Or ten movies in a given franchise. Our brains learn the shape of the landscape and grow bored.