How an internet meme convinced a major studio to re-release a box-office bomb
In short: After Morbius failed to impress critics and audiences, it became the subject of widespread online mockery. Sony, seemingly misinterpreting the ironic digital attention as genuine enthusiasm, brought the superhero film back to cinemas. The result was a second, even more spectacular financial failure that cemented the movie's strange legacy.
Released in April 2022 as part of Sony's Spider-Man Universe, Morbius tells the story of a scientist who accidentally transforms himself into a vampire while attempting to cure a rare blood disease. Despite starring Jared Leto and featuring a mid-credits cameo from Michael Keaton, the production struggled with a disjointed narrative and negative critical reception. The film earned $167.5 million globally against a production budget of up to $83 million, a performance that fell well short of studio expectations.
The film's second weekend in North American theaters saw a 74% drop in revenue, marking one of the steepest declines for a superhero movie in history. However, the film found a bizarre second life online. Internet users began creating ironic memes that framed the movie as a masterpiece, a trend that appeared to confuse Sony executives. Believing the digital noise signaled a hidden demand, the studio returned the film to 1,000 screens in June 2022.
This attempt to capitalize on the meme culture backfired immediately. The re-release generated only $280,000 over its opening weekend, averaging a meager $289 per theater. Critics and industry analysts widely panned the decision, noting that the studio had failed to distinguish between genuine popularity and internet satire. The project ultimately received five Golden Raspberry Award nominations, with Leto winning Worst Actor and Adria Arjona winning Worst Supporting Actress.
Despite its theatrical struggles, the film found some success in home media and streaming. It became a top-selling disc title in June 2022 and performed respectably on platforms like Netflix. Nevertheless, the experiment of using social media trends to drive theatrical attendance remains a cautionary tale for studios attempting to navigate the unpredictable nature of internet culture.
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Sources
- Summary by Intellect · source: Morbius (film)
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