The Flash: Reassessing the Box Office Predictions

Back in May Boxoffice Pro predicted an opening weekend for The Flash in the $115-$140 million range.

After all the hype about the movie's being the greatest superhero film ever people said "That's it? A measly $140 million is the best it can do?" (The figure, after all, would land it only the 35th place on the "All Time Biggest" list--and this even before we consider inflation.)

As if that were not bad enough afterwards the figure kept falling. And hard. Just last week Boxoffice Pro predicted an opening for The Flash in the $72-$105 million range--which meant that the "floor" anticipated for the film's debut back in May was higher than the new "ceiling" as its release approached.

Now the floor has fallen again as even the already much-lowered ceiling has receded out of sight. Boxoffice Pro's prediction for the film's opening weekend is not $105 million, or the circa $90 million that would have been the middle of last week's predicted range, or even the $72 million that looked like a "worst-case" scenario, but $69 million--not much better than half of what was thought possible less than four weeks ago.

It seems worth spelling out the (for the producers) disquieting implications. Specifically, even with fairly good legs the film, following such a debut, could easily fall short of the $200 million mark domestically that Guardians of the Galaxy 3 and Spider-Man: Across the Spider-Verse each blew past in their first ten days--and strong legs are by no means guaranteed here, with something in the $170-$185 million or so range easier to foresee going by Boxoffice Pro's apparent "multipliers." (Indeed, should the response to the film look like Ant-Man 3's--or even that of the last DC superhero film, Shazam 2--$150 million might be beyond its reach.)

Consider, too, the global prospects for the film. DC's larger films have tended to make 50 to 70 percent of their money abroad, which would translate to $700 million looking as high as it will go, and a lower gross much more likely--especially when we remember that the high end of that range was mainly a product of Aquaman doing very, very well in China.* The Flash movie will have a China release, but there was never any guarantee that The Flash would go above and beyond the way Aquaman did (indeed, the nostalgia that is such a big selling point for the movie seems a much weaker draw there than Aquaman's lavish undersea world), while Hollywood movies are simply picking up less in that market these days. (Indeed, Ant-Man 3's box office numbers would not have been nearly so bad were it not for an especially severe shortfall at the Chinese box office.) Therefore 60 percent seems a more plausible high.

Should the movie make $200 million domestically and 60 percent of its money abroad it would end up with a half billion dollar take. Should it make more like $170 million domestically, and just match that abroad, it could end up south of $350 million global--about what the first Shazam movie made at pre-pandemic prices. The result is that, building in a decent (+/- $50 million) margin of error I am thinking of $300-$550 million as the plausible range for the film's performance. By contrast the $700-$850 million I was prepared to consider a month ago on the basis of prior DC films and the stronger numbers then provided would seem to require a good part of the public to decide the film really is "the greatest superhero film of all time" and make it a Top Gun 2-like phenomenon.

I don't think very many people are holding their breaths for that now.

* With $210 million in the till due to a tripling of the opening weekend's gross, and 70 percent made abroad, one gets $490 million internationally, for a global total of $700 million.