James Gunn, there’s someone resembling Johnny Depp who wants to discuss DC.
“The new ‘Supergirl’ is terrible,” declares John, a 39-year-old from Oklahoma City and a dedicated DC fan, speaking from the floor of San Diego Comic-Con. He bears a striking resemblance to Depp from the “Pirates” era, adorned with chunky silver rings, a goatee, and a wide-brimmed fedora. Oddly, when questioned about cosplaying as the notorious actor, he refutes it, seemingly offended, with a “Not really.” Shifting back to DC’s issues, he comments, “They’re trying too hard. They’re mimicking Marvel and need to establish their own identity.”
San Diego Comic-Con is a bustling hub of sights, sounds, and occasionally, smells from fervent fans. For a newcomer like me, the experience was overwhelming. The massive foot traffic could power a small city for a month, and maneuvering through a sea of costumed attendees felt like experiencing “The Odyssey” in 4DX. Even as a first-timer battling sensory overload and dehydration, it was clear that this annual geek gathering is dominated by three giants: Marvel, DC, and “Star Wars.”
Once towering icons of nerd culture, these three have recently struggled to maintain their cultural relevance, particularly at the box office. Marvel, which previously smashed records with the snap of an Infinity Gauntlet, is floundering post-“Endgame” with underwhelming releases like “Thunderbolts*,” “Fantastic Four,” and “Captain America: Brave New World.” DC Studios, led by co-CEOs Gunn and Peter Safran, achieved immediate success with last year’s “Superman,” but “Supergirl” faltered in June. “Star Wars,” the original blockbuster powerhouse, returned to theaters after a six-year break with “The Mandalorian and Grogu,” only to receive a tepid response and mediocre earnings. Many articles have been written on the reasons behind this, enough to fill Stark Tower, but for the real insight, SDCC fans shared with Variety why their beloved franchises are struggling and how they could regain their past glory.
When it comes to DC’s future, not everyone shared John’s blunt assessment. Nathan, a 28-year-old from Los Angeles dressed as Lobo, was initially “skeptical” when Gunn took over, fearing “Superman” would be transformed into a “Guardians of the Galaxy” variant. However, after watching it, he “loved” the film and trusts Gunn’s vision for DC, describing it as “well-intentioned.”
“I appreciate James Gunn’s approach that each movie should reflect the character and the creative team behind it,” Nathan states. “I’m thrilled they’re including ‘Clayface.’ It’s said to be a pure horror film.”
Nathan believes “Supergirl” failed due to deviating from Gunn’s intended plan. THR reported in early July that, faced with poor test scores, DC pitted two versions of “Supergirl” against each other before its release: one by director Craig Gillespie and another by the studio. The studio’s version won after slightly better feedback. Nathan, referencing this story, argues that relying on focus groups is misguided because “general audiences don’t know what they want.”
“They need to be shown something different. They’ll like it because it stands out,” he adds. “If it doesn’t succeed, at least it remained true to the vision.”
Though Nathan never saw the initial “Supergirl” drafts, it’s impossible to know what might have happened if Gillespie’s version had been chosen. His views highlight the widespread disconnect between studios and audiences. Since emerging from COVID and dealing with dual labor strikes, the film industry has been consumed with figuring out what draws audiences to theaters. This issue extends beyond superheroes, but for fans like Nathan, it feels more pronounced, given that Marvel, DC, and “Star Wars” films once dwarfed others.
Among “Star Wars” enthusiasts, Jermaine stood out. Instead of donning an Obi-Wan outfit, the 36-year-old from L.A. crafted a 14-foot-tall lightsaber costume. Inside its metallic hilt, Jermaine expresses optimism about “Star Wars,” despite its recent critical and commercial struggles. He acknowledges the films are a “mixed bag” but considers the Disney+ series “Andor” a “masterpiece.”
Kyle, a 29-year-old from San Diego dressed as a Rebel Commando, is less enthusiastic about the “Star Wars” streaming titles. He believes Disney+ has “oversaturated” the brand and that “Star Wars” would benefit from a more deliberate, theater-focused strategy.
“I think the franchise would regain its essence if it returned to theaters and took time to develop and thrive,” he says. “It seems like they’re more focused on pushing content to streaming services rather than creating something epic and adventurous.”
Interestingly, neither Kyle nor Jermaine had seen “The Mandalorian and Grogu.” If someone who built a lightsaber taller than an NBA hoop didn’t rush to a “Star Wars” film after a long hiatus, it might suggest that Disney+ has trained fans to follow the series from home.
Now, turning to Marvel, which remains the star attraction. The entire weekend leads up to the company’s Saturday Hall H presentation, where Marvel Studios President Kevin Feige typically unveils future MCU plans.
Marvel fans frequently mentioned terms like “soft reboot” and “rebuilding phase” while discussing the MCU’s current state, but most were optimistic about its direction. Cameron, a 34-year-old from San Diego dressed as Cyclops, finds the MCU’s “transitional” phase “exciting” and is confident it will chart a new course. Nate, a 23-year-old Spider-Man cosplayer, shares this optimism. He’s thrilled Marvel has moved beyond its “filler” period and eagerly anticipates the “X-Men” and “The Avengers” worlds converging in December’s “Avengers: Doomsday.”
“Doomsday” holds significant importance for Marvel fans and Disney executives. It promises an epic team-up of Marvel heroes, both past and present, generating fan excitement. From a critical standpoint, Hollywood will view its box office performance as an indicator of Marvel’s future health through 2026 and beyond. If successful, Feige and his team can proceed confidently, but if it underperforms, Marvel might find itself questioning its next steps.
Jordan, 33, is less confident about the MCU’s future. She believes the Marvel brand is in a “pretty healthy place” with the success of its animated series “X-Men ’97” and the popular video game “Marvel Rivals,” but she feels the studio isn’t. Her lack of enthusiasm for “Doomsday” and other upcoming projects stems from “the lack of women.”
“Looking at the ‘Doomsday’ posters, there are 25 men and five women, and many strong characters, like She-Hulk, are absent from the cast,” she says. “The MCU seems to be at an odd juncture where only some Disney+ shows are good, and nothing else is truly exciting.”
Ferlie, a 56-year-old former police officer dressed as Sue Storm, is hesitant to say Marvel is “on the rise,” as “nothing will compare to ‘Endgame.'” She also has reservations about Robert Downey Jr.’s transition from Iron Man to Doctor Doom. However, Ferlie, like many Marvel fans, adores Tom Holland’s “Spider-Man” series, which she says is “in a league of its own.”
Inside Marvel’s Hall H panel, you wouldn’t suspect Feige has any concerns. Fans, many of whom secured seats at noon to wait for the 6 p.m. show, went wild when Ryan Gosling was announced as the new “Ghost Rider” and David Jonsson was named the new Black Panther. Just before showtime, Journey’s “Don’t Stop Believin’” blared through the auditorium, seemingly sending an unsubtle message to any skeptics present.
In a conversation after the panel, Sophia, a 34-year-old dental receptionist, said she has attended SDCC for years, and Marvel’s 2026 Hall H showcase was the “best experience” she’s had at the convention. Joshua, a 33-year-old school psychologist, described the panel as “amazing” and admired how Marvel is skillfully bringing together “some of the greatest heroes from the last 20 years” for a grand “Doomsday” crossover.
On the other hand, Marissa, 28, and Froylan, 57, a father-daughter pair from Murrieta, Calif., were less impressed after waiting since Thursday for their Hall H pass. Marissa is concerned that Marvel, instead of meticulously planning like during the “Infinity Wars” era, is assembling a new MCU by relying on familiar IP and successful stars. Regarding the “Ghost Rider” reveal, she notes, “Of course, everyone will love Ryan Gosling.”
Cyrstal was one of the few who skipped IP discussions and highlighted broader issues. “Streaming really destroyed a lot,” says the 44-year-old from L.A., who used to be a TV editor and now works as a paralegal. Cyrstal dislikes that entire seasons are released at once, believing streaming has eroded the shared cultural experience that once propelled franchises to billion-dollar success.
“I think art should be experienced collectively as a culture. It’s more valuable that way,” she says. “There are too many streaming platforms and too many series all at once.”
She also feels that politics is a major distraction in entertainment, a trend recently highlighted during “The Odyssey” press tour. “People are so divided on politics, and everything has to align with, ‘Is this liberal or is this conservative?’ Which viewpoint is it?’”
Amid all the discussion, Ruby, a construction worker from San Francisco who declined to share her age, captured the mixed emotions of Comic-Con’s franchise fans. In her reaction after the Hall H event, she remarked, “It was pretty good. They always put on a show with nice surprises. But we’ve been promised movies before that never materialized. So, while it’s cool to see ‘Ghost Rider,’ are we really going to get ‘Ghost Rider?’ I’m still waiting for ‘Blade.’”
