The Marvels, the latest superhero movie in the Marvel Cinematic Universe, had a disappointing opening weekend in North America, recording the lowest box office for any MCU film. Starring Brie Larson as Captain Marvel, the film earned $47 million in the US and Canada, falling below The Incredible Hulk's record. The production budget of $274.8 million adds to its financial challenges, despite earning $63 million internationally. Speculation on its poor performance includes factors like the actors' strike affecting promotion, a connection to the underwhelming Ms Marvel series and possible "superhero fatigue" from the increased Marvel production. Disney CEO Bob Iger acknowledged a loss of focus, emphasizing the impact of quantity on quality. Despite this setback, the MCU remains the most financially successful franchise in Hollywood, grossing over $29.7 billion worldwide since Iron Man's release in 2008.