I feel like, in the years since Endgame, Marvel has made very few films that had the combination of:
1. Quality film
2. Featuring characters audiences wanted to see
Spider-man and FF are probably the two biggest exceptions to that.
But FF’s ability to pop was held back by the studio’s poor recent track record.
People haven’t been anxiously awaiting the next Marvel release for a long time, and they’ve lost that spark.
I think that, more than anything, is what prevented FF from crossing the line from good to great in terms of Box Office.
And it will require a lot more films like FF before viewers start to feel confident the Marvel Logo guarantees a film worth seeing again.
Unfortunately, I don’t see anything changing dramatically before Doomsday, so Marvel may be paying the price for Eternals, Love and Thunder, The Marvels etc. for a long time to come.