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The entire group decided to re-up for one last outing. KinbergвЂ™s work on Apocalypse won over the franchiseвЂ™s A-list stars, whose three-film deals were up with that movie.

However, he stepped behind the camera, to a lesser extent on Future Past, greater on Apocalypse, when director Bryan Singer would not show up on set, according to several sources. Kinberg became an architect of the franchise, but was not a director.

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Kinberg co-wrote Last Stand and resurfaced years later as a producer on 2011вЂ™s X-Men: First Class, which rebooted the series with a new cast and new time period. Fox then tapped Simon Kinberg to helm the movie. In some ways, it doubled down on what it had it went back to the cast from Apocalypse and then decided to tackle a story previously adapted in 2006вЂ™s X-Men: Last Stand, the Brett Ratner-directed entry generally considered among the worst in the franchise. With Dark Phoenix, Fox did not reboot X-Men. Others, such as Die Hard and Terminator, keep underperforming critically (if not commercially) no matter how persistently producers bring them back. Some franchises, like Fast and Furious, have reinvented themselves with new concepts and a new cast. вЂњItвЂ™s a real head-scratcher on how you keep coming back,вЂќ says one studio executive, noting that even James Bond and Star Wars have had ups and downs. Hence the proliferation of reboots, reimaginings and ever grander cinematic universe ambitions.

вЂњWe were wrong.вЂќДЄudience fatigue and erosion have hit even the most venerable franchises. вЂњThere was a misguided feeling that was an anomaly, that we just got it wrong,вЂќ says one Fox insider familiar with those meetings. Insiders tell The Hollywood Reporter that in a series of postmortem meetings on Apocalypse, execs came away thinking that the movieвЂ™s failure had been due to an excessive amount of explosions and scale, not due to franchise fatigue generally. But a series of missteps by the studio - some prompted by outside forces - came together to cause the failure.ДЇrom the outset, it seemed that Fox, led by Stacey Snider and Emma Watts, and producers Simon Kinberg and Hutch Parker had learned the wrong lessons from the disappointing Apocalypse. The tentpole was seen as a course corrective after X-Men: Apocalypse, the 2017 critical and fan failure that grossed $200 million less than the much-praised Days of Future Past two years earlier. Dark Phoenix was, in many ways, meant to be the ultimate X-Men movie.

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