James Gunn Blames Disney, Not Marvel, for Franchise Fatigue: “It Killed Them”

As Marvel slows down after years of content overload, DC Studios’ James Gunn reflects on Disney’s missteps and vows a quality-first approach for DC’s cinematic future.

James Gunn has one foot in both superhero worlds. As the creative mind behind Marvel’s Guardians of the Galaxy trilogy and now co-CEO of DC Studios, Gunn knows exactly what makes or breaks a cinematic universe. And when it comes to Marvel’s recent slump, he’s not pointing fingers at the creatives — he’s aiming higher up the corporate ladder.

In a candid conversation with Rolling Stone, Gunn weighed in on Marvel’s content overload, a criticism that’s haunted the studio since the pandemic-era streaming boom. But instead of placing the blame squarely on Marvel, Gunn offered a more nuanced perspective.

“I don’t even know if it’s really their fault,” he said, recalling a private admission from a Marvel executive who confessed, “We put out too much stuff.”

When pressed on whether Disney pushed the studio too far, Gunn didn’t hold back. “That wasn’t fair. It wasn’t right. And it killed them,” he said — a blunt assessment of how quantity over quality backfired for the once-dominant Marvel machine.

The rush to populate Disney+ with superhero content was no accident. Marvel’s Head of Streaming, Brad Winderbaum, previously confirmed that Disney had issued a directive: make as much content as fast as possible. What followed were uneven projects, audience fatigue, and diminishing box office returns.

But at DC, Gunn plans to do things differently. “We don’t have the mandate to produce a set number of films or shows each year,” he revealed. Instead, the focus is on curating content carefully, even if that means fewer releases. “We’re going to put out everything that we think is of the highest quality. Obviously, some things will work better than others, but the goal is consistency.”

And unlike sprawling creative committees, Gunn insists on personal involvement: “Nothing goes forward without a screenplay I’m personally happy with.”

As Marvel hits the brakes — with CEO Bob Iger now pushing a “quality over quantity” strategy — there’s cautious hope for a rebound. The Fantastic Four: First Steps arrives this summer and could signal a creative refresh.

Meanwhile, the new DC Universe begins this July with Superman, followed by Peacemaker Season 2, and Supergirl: Woman of Tomorrow in 2026. Under Gunn’s watchful eye, DC fans are hoping for more hits — and fewer headaches.

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