Recently the 2022 Damien Chazelle period film Babylon has greatly flopped in the box office. A few people have speculated that the film didn't have enough social media attention and marketing. While that could be possible i'm honestly kinda doubtful as personally I feel it was marketed fairly well compared to other 2022 original films (I kept getting the Tobey Maguire creepy laugh ad). I also don't think it's because of the runtime because a much longer film is currently dominating the box office at 3 and a half hours. Personally I think it's the expectation of Video On Demand (VOD) in a post-pandemic world. Most films generally are either hitting VOD and/or streaming a lot quicker than in years past. Steven Spielberg's The Fablemans had a small release in November while releasing about a month later on VOD while in theaters still. When you create an expectation that it'll hit VOD soon then you lose the audience's willingness to travel to a theater for smaller films. I don't really know how to fix this problem because the expectation might be hard to break and too risky for studios to keep films in theaters for longer. I guess time will tell.
