way home

Almost five years ago, “Spider-Man: No Way Home” swung into theaters in the teeth of a COVID-19 surge and did what almost nothing else could that winter: drove cooped-up moviegoers to cinemas and opened to one of the biggest domestic debuts on record, pulling in $260 million.

This weekend, Peter Parker is back — a little older, more world-weary and facing a far less forgiving market.

The genre’s floor has dropped out since then.

Annual box office revenue for superhero movies is down, on average, about $3.5 billion, about half of what it was during the pre-pandemic years of 2017 to 2019, according to data from the FranchiseRe industry newsletter. Sony Pictures is betting that more real-world stunts, a relatable narrative and Spidey’s lasting popularity are enough to put “Spider-Man: Brand New Day” on the other side of that trend.

Whatever the approach, the commercial appetite is there. Pre-sales for the film, which stars Tom Holland and Zendaya, have been robust, and industry tracking estimates an opening weekend haul of at least $195 million in the U.S. and Canada. If that holds, it would be the year’s biggest domestic debut, beating Walt Disney Co. and Pixar’s “Toy Story 5” ($159.7 million). The movie cost about $225 million to produce and is produced by Sony’s Columbia Pictures, Marvel Studios and Pascal Pictures.

“This movie takes a grounded, emotional approach to the story, and I actually believe that’s what audiences are hungry for,” said Tom Rothman, chairman of Sony’s motion picture group. “It’s got all the whiz-bang wow visuals. But at its heart, it’s more a superperson movie, if you will, rather than a superhero movie.”

“Brand New Day” picks up where the last film left off. A spell has erased Peter Parker from the world’s memory — the price of undoing the public exposure of his identity — leaving him a stranger to his best friend, Ned, and to MJ. Without those friendships, he pours himself into his crime-fighting work to stave off his loneliness.

That feeling of being adrift without knowing where to turn is what the filmmakers built the movie around.

“We’re all really isolated from each other,” said Amy Pascal, one of the film’s producers who has overseen the entire franchise. “That kind of longing for connection between people and not knowing how to make it happen and living in a world where we become more and more remote, matched the moment that people are going through.”

The smaller scale was also a reaction to what came before it. “No Way Home” brought back Tobey Maguire and Andrew Garfield in a time-bending multiverse crossover, and there was no topping it.

“That was a movie that was 20 years in the making,” Pascal said. “There was no way to be bigger than that. So we went smaller. We went internal instead of external, and we found the bigness in that.”

Peter Parker’s isolation is what drew director Destin Daniel Cretton, who made 2021’s “Shang-Chi and the Legend of the Ten Rings” and was an executive producer on the Marvel Television series “Wonder Man.” He said he related to the pain and tragedy the character goes through, and to the idea of a superhero story that felt like it was happening in a real place.

The production’s rule of thumb became trying to execute scenes practically, in front of a lens, wherever possible.

That included a tank chase shot largely on a street in Glasgow, Scotland, on the first day of filming, complete with a rig that let an actor swing with explosions going off behind him. Thousands of people showed up to watch, which was “a big adrenaline rush on day one,” Cretton said.

A later set piece — Spider-Man against a group of red-clad ninjas known as the Hand — was shot at a former prison outside London.

Cretton’s insistence on real locations has an argument behind it. At a moment when audiences want to know what goes into moviemaking and are increasingly unsure whether the myriad images they’re looking at were generated by artificial intelligence, the answer is visible labor.

“Right now, more than ever, I think it’s important for audiences to really feel that people made the thing that they’re watching, and people went through an experience to make the thing they’re watching,” said Cretton, who grew up watching behind-the-scenes segments on his favorite DVDs. “All of that, I think, is just as important as the thing that they’re watching.”

Effects alone don’t carry a superhero movie — or any movie, for that matter — anymore, Cretton said.

“The action can be great, the [visual effects] can be fantastic, the explosions can be huge, but if there isn’t some type of emotional spine that connects with people where they are and what they’re going through, it’s just another big, explosive movie,” he said.

The slump itself isn’t in dispute. Many of Marvel’s newer films haven’t come close to the heights its predecessors once cleared, and this year, movies like Amazon MGM Studios’ “Masters of the Universe” and Warner Bros. and DC Studios’ “Supergirl” underperformed in theaters.

What’s driving it is contested.

“I don’t think it’s fatigue of the genre,” Rothman said. “I think it’s the audience wanting new things and less predictability.”

For Marvel, long treated as the genre’s gold standard, part of the problem was volume; a dense web of interconnected films and TV shows that made casual viewers feel like they had too much homework to do before a new premiere.

The likeliest near-term explanation for that estimated $195-million opening, though, may have less to do with tone than with supply and brand. “Brand New Day” is the first Marvel superhero film since last year’s “The Fantastic Four: First Steps,” and Spider-Man remains one of the most commercially durable characters in the genre.

The calendar is also less accommodating than it was. The latest “Spider-Man” installment opens against Christopher Nolan’s “The Odyssey” and holdovers including “Toy Story 5” — a considerably more crowded field than the thin, pandemic-era slate its predecessor benefited from on the way to $1.9 billion.

And the movie has a second job. With Disney and Marvel’s “Avengers: Doomsday” arriving at the end of the year, “Brand New Day” has to leave audiences wanting it.

“It’s got a lot riding on it,” said Steve Granelli, a teaching professor and division head of communication studies at Northeastern University. “Not just in terms of this being yet another ‘Spider-Man’ film, but also this being a huge storytelling device in the larger [Marvel franchise].”

Which is the tension at the center of the pitch. The filmmaking team went internal on purpose, and built a movie about a young man nobody remembers. It also has to set up the largest external event on Marvel’s calendar.

Talk to the passionate team behind KidSTREAM, a new children’s museum in Ventura County, and they’ll tell you about the many lofty goals they have for the 21,000-square-foot space which opened to the public Thursday.

They’ll describe how the museum is the first of its kind in Ventura County and how they hope to make it accessible to as many local children as possible through outreach, discounts and free programming.

They’ll explain how the immersive exhibits highlight the county’s unique industry and geography, including an agriculture area where young visitors can pick pretend fruits and sell them at a farmers market and an ocean exhibit where miniature replicas of the Channel Islands emerge from the bouncy blue “Pacific Ocean.”

A drone view of the museum’s Pacific Ocean and Channel Islands-themed play area.

Avery Hanchar, right, and her brothers Oliver and Carter, test their climbing and balancing skills.

They’ll share that the STREAM in KidSTREAM is an acronym for Science, Technology, Reading, Engineering, Arts and Math, and talk about the activity carts and art projects that will enhance and support learning for young visitors.

But they are also well aware that for some families, the still-evolving space will serve a less highfalutin, if just as important, goal.

“Parents are looking for a good nap on the way home,” said KidSTREAM founder Kristie Akl. “And we can give them that too.”

Akl, along with KidSTREAM board chairman Bryan Yee and guest experience director Dani Hildreth, were giddy with excitement as they took me on a tour of the museum in the days before it opened.

This moment had been a long time coming, they said.

A high-energy former high school biology teacher with a make-it-happen spirit, Akl first began dreaming about a children’s museum in Ventura County in 2013 after taking her three daughters to KidSpace, a children’s museum in Pasadena founded by members of the Caltech community in 1979.

Akl loved Kidspace, but it was a full hour from the family’s house in Camarillo and she longed for something similar closer to home. For two years, she tried convincing others to create a children’s museum in Ventura County. When that failed, she formed a fledgling board in 2015 and incorporated as a 501(c)(3) nonprofit in 2017.

A young guest chases a cloth blown out of the tubes at the museum’s Amazing Airways exhibit.

“I was always optimistic,” she said. “You have to be to do something like this.”

The original plan was to open the museum in 2020, but fundraising efforts were hampered by the 2017 Thomas fire, which destroyed hundreds of homes in the area. A few years later came COVID shutdowns. The delays were discouraging, but Akl and a growing community of motivated believers used the time to build out their proof of concept by bringing science projects to local schools, neighborhoods and community events, creating online workshops and giving farm workers free science kits to help their kids get exploring.

“It was a herculean task and a huge community effort,” Akl said. “Everyone leaned in.”

Today she estimates that the KidSTREAM Children’s Museum touched the lives of 70,000 children in the Ventura area before ever opening its doors.

Luke Delossantos, right, and his son Grayson play pretend.

“They prototyped a lot of ideas,” said Yee, a father of three who took over from Akl as chairman of the board of KidSTREAM in 2022. “That showed us what works and what doesn’t work and what we should do next.”

In 2022, the city of Camarillo donated the building that housed the former public library to the museum and in 2024, the team raised enough money to bring children’s museum specialist Hildreth on board. Construction began in 2025.

In addition to the agriculture and Pacific Ocean areas outside, visitors will find a camping exhibit with an obstacle course, gratitude tree and a series of different shaped tents where kids can play. There’s also a sand pit where children can dig up replicas of pygmy mammoth bones. (The pygmy mammoth is a dwarf species of mammoth that was native to the Channel Islands.) A nature area includes a sensory path designed with the unique needs of neurologically divergent children in mind.

“There are 200,000 kids in Ventura County from a huge range of backgrounds including a lot of farm worker families,” Hildreth said. “The space is designed for all of them, newborn to 10 years old.”

In addition to the outdoor play areas, visitors will find an indoor “makerspace” with a white Lego wall where children can create vertical designs, four tables for art projects and a super-sized Lite-Brite.

Visitors walk through a greenhouse at the museum’s agriculture area.

“When you are 3 feet tall, it’s your whole field of vision,” Hildreth said.

Admission to KidSTREAM is $16 for adults and children over the age of 1, $13 for seniors and military, and $3 for families with EBT, SNAP or WIC cards. Membership options are also available.

Yee said market research suggests the new museum will reach as many as 150,000 people, and there is still room for expansion.

“We’re 21,000 square feet now with room for growth,” he said. “We’re not stopping, but we’re so excited to open our doors.”