Supergirl movie set to tank at box office despite massive $300 million budget, huge promo push

Warner Bros. Discovery and DC Studios are going all-in on Supergirl, launching what the studio says is the largest promotional campaign ever mounted for a DC film, with $100 million being spent on marketing the upcoming release. However, the film is expected to open at only $55 million, which is less than half of "Superman's" first weekend at the box office.  

According to Deadline, the campaign includes partnerships with major brands such as KFC, Samsung, American Airlines, Ulta Beauty, Timex, Waymo, Milk-Bone, and Cold Stone Creamery, as Warner Bros. looks to turn Supergirl into its next blockbuster franchise, starring Milly Alcock as Kara Zor-El. “I’ve had a few people ask me about [Kara] because it’s Pride Month... she’s a really great representation of what a modern woman can be,” Alcock told Variety. She also told the Associated Press how the film is “so beautiful” because it's “not centered around a man," saying she believed her alter-ego was bisexual as she could "go both ways".

The massive marketing push comes one year after James Gunn's Superman was criticized by fans and former DC stars after Gunn described Superman as "an immigrant" and emphasized themes of kindness and inclusion. Despite the controversy, the backlash did little to slow the film commercially. Superman went on to become a box-office success and helped establish Gunn's rebooted DC Universe. However, Forbes has reported that Supergirl is expected to open at $55 million, less than half of "Superman's" first weekend. 

The studio's promotional effort includes everything from themed KFC meals and collectibles to nationwide beauty campaigns, branded airline experiences, pet products, and digital advertising across thousands of retail locations worldwide. According to Deadline, more than 80 promotional partners have been secured for the film, including 65 international sponsors, making it the largest partnership campaign ever assembled for a DC Studios release.

The total spend on the film is currently sitting at over $300 million.