Despite high hopes from DC Studios, The Flash is not doing well at the box office. The latest film in the DC Universe's slate, The Flash follows Barry Allen (Ezra Miller) as he attempts to travel through time and save his parents. Unfortunately for Barry, his mission has unintended consequences as he accidentally stumbles into a multiversal journey that begins to change everything.

With a massive budget and a complex marketing campaign, The Flash was meant to be a game changer for DC, but it hasn't been living up to expectations. According to The Flash is already failing to meet projections that would have at least allowed it to match Black Adam's $67 million domestic opening take. So far, The Flash has only earned $55 million domestically with a $75 million international take, bringing it up to $139 million overall. It's a bad sign for the franchise and indicates that The Flash is shaping up to be a financial failure for DC.

Why The Flash Is Struggling

The Flash is not having the box office performance that it expected, and there are several good reasons for it. Ezra Miller's many controversies created a major problem for The Flash, as the star actor for the film was unable to properly engage in marketing in the lead-up to the release. Because of that, DC Studios needed to try out new and risky marketing strategies that haven't paid off as expected.

For instance, the The Flash microwaving a baby has been a prime point of discussion.

It is possible that The Flash's struggles aren't entirely related to the movie itself. The DC Universe is preparing for a major reset as Peter Safran and James Gunn continue to work on revitalizing the shared universe. Because of that, the entire draw of the DCU is being challenged, since Gunn and Safran will be resetting the story anyway. Still, The Flash is shaping up to be another failure for the DCU and could very well end up failing to even reach Black Adam's $393 million box office take.

Source: Variety