Look up. Coincidental or not, it turns out to be a very nuanced tagline for the upcoming Superman movie. While it invites the public to revisit his world, it also represents Warner Bros.' target mindset as they try to put the universe back on track. Can they pull it off here in the Philippines?
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| (C) Warner Bros. |
A Strong Bond That Cratered
The country has always been a strong market for the superhero genre. Spider-Man 3 was the Philippines' highest-grossing film of all time for several years. DC, in particular, also had a solid foothold. While Batman Begins took time to gain traction, Superman Returns was among the top-grossing films of 2006. In fact, Marvel and DC films have generally performed similarly at the local box office.
Then came The Avengers, a superhero ensemble film with massive spectacle. It earned over $14.3 million (₱613 million) in 2012, becoming the highest-grossing film ever in the country at the time. Although The Dark Knight Rises didn’t experience a similar bump post-Dark Knight, it still grossed $5.3 million and ranked among the top earners of the year.
DC's response was just around the corner: Man of Steel from director Zack Snyder. Fueled by intense fan anticipation, the film opened to a massive $5.77 million. However, it dropped 70% in back-to-back weeks, eventually ending with around $8.9 million.
The rest, as they say, is history. During this era, Filipinos continued to support DC. The critically panned Batman v Superman: Dawn of Justice made over $11 million locally. Aquaman and Wonder Woman both earned over $9 million. On the other hand, the Philippines delivered a staggering $32 million for Avengers: Endgame. The gap has become more glaring than ever, and just as interest has waned in the United States, it has also declined here as Aquaman and the Lost Kingdom quietly closed that chapter.
A Restart Attempt in Today’s Climate
After more than a year-long break, Warner Bros. and DC are staging a major comeback with James Gunn’s Superman. Gone is the darker tone previously associated with DC's films. The studio has also opted for a July release date—traditionally a strong window, having launched their biggest hits like Barbie, The Dark Knight, and Harry Potter and the Deathly Hallows – Part 2.
In a surprising move, the studio announced a global promotional tour kicking off in Manila, Philippines. While it’s uncommon for a U.S. studio to launch an Asian leg of a global campaign here, with DC, it’s not unprecedented. In 2018, they brought James Wan, Jason Momoa, and Amber Heard to the Philippines for Aquaman. Filipino fans responded enthusiastically, with the film opening to ₱230 million before the Metro Manila Film Festival took over cinemas.
"We are so impressed and grateful for the fandom of DC and Superman this year in the Philippines," said DC Studios co-head Peter Safran during a fan event in Manila. Fans were delighted by numerous events organized by malls and Warner Bros. across the country, as director James Gunn, producer Peter Safran, and stars David Corenswet & Rachel Brosnahan visited the country. Select audiences were even treated to a 30-minute special screening of the film. Brand collaborations have also started appearing as the release date nears. All in all, there's a strong push to make Superman an event film.
Pizza Hut x #Superman Movie collab🍕🍕🍕 (available in Philippines and Abu Dabi) pic.twitter.com/f3TJKFpI68
— Mikhail Villarreal🦇 (@TaurooAldebaran) June 21, 2025
And it’s important that it feels like one. Convincing Filipinos to head to cinemas has become more difficult, but when they do go, they show up in droves, as proven by Inside Out 2 and Hello, Love, Goodbye. Even recent Marvel films have mirrored their lukewarm U.S. performance here.
Streaming remains a tough competitor. According to a recent study by the Film Development Council of the Philippines, 67% of respondents prefer watching films on streaming platforms. Fortunately, according to the same report, cinema-goers here remain satisfied with the theater experience and ticket prices. 2025 has also been a stronger year for non-superhero fares with the likes of Final Destination: Bloodlines and How To Train Your Dragon doing strong business in the country.
Optimistic Initial Results
Based on initial pre-sales independently tracked by CBO, there is hope for DC's return. Seven days before its release on July 9, ticket pre-sales in key malls across the country are ahead of most major releases this year.
Among recent superhero fare, it’s outpacing Thunderbolts* ($1.5 million opening week) by nearly double, and Captain America: Brave New World ($1.66-$1.77 million opening week) by triple. On the other hand, it's selling under last year juggernauts Inside Out 2 and Hello, Love Again. If this momentum holds, Superman is on track to match the opening week gross of Man of Steel in 2013 (estimated ₱247 million). That’s a strong position to be in with room for a surprise breakout. It would also be ahead already of 2025 releases including Mission Impossible - The Final Reckoning ($3 million).
Major cinema chains have also announced midnight screenings, adding more showtimes on opening day. Premieres and special screenings are expected to roll out in the days leading up to release, further building excitement.
Superman winning over Filipino audiences would not only be a victory for Warner Bros. and DC but would also serve as a hopeful signal to studios banking on upcoming superhero projects. The potential is there. Now, it’s up to the Filipino audience.
