Most of the "revenue dropped 50%" talk I've heard with regards to the MCU has been about 2nd weekend box office compared to 1st. Thor: Love And Thunder makes X amount of money opening weekend, then the second weekend it makes less than half of that.
But that more than 50% drop-off is relatively meaningless if the opening weekend was absolutely huge. That basically says that anyone who wanted to see it all went opening weekend (probably usually to avoid spoilers), and thus there were less people who needed to see it second weekend.
Films that have really strong second weekends are ones that usually not many people knew much about to begin with and then word-of-mouth drove people to the theater to see it who probably wouldn't have otherwise. Everything, Everywhere, All At Once would be a film like that-- one that opened small but then built up over subsequent weekends as people began hearing about it and wanted to go seek it out.
But that more than 50% drop-off is relatively meaningless if the opening weekend was absolutely huge. That basically says that anyone who wanted to see it all went opening weekend (probably usually to avoid spoilers), and thus there were less people who needed to see it second weekend.
Films that have really strong second weekends are ones that usually not many people knew much about to begin with and then word-of-mouth drove people to the theater to see it who probably wouldn't have otherwise. Everything, Everywhere, All At Once would be a film like that-- one that opened small but then built up over subsequent weekends as people began hearing about it and wanted to go seek it out.