Shaquille O'Neal became one of the NBA's biggest stars in the mid-1990s, Hollywood saw him as a potential crossover sensation. Following a supporting role in Blue Chips and a starring turn in the critically panned Kazaam, Shaq set his sights on becoming a superhero with Steel, a big-screen adaptation of the DC Comics character.
Fresh off signing a $121 million deal with the Lakers, O'Neal reportedly accepted a modest upfront salary in exchange for backend profits and merchandise revenue, as Warner Bros. hoped Steel would launch a lucrative franchise. The studio envisioned sequels, toy lines, and a long-term future for the character.
Instead, the project became one of the biggest comic-book movie flops of the decade.
Produced on a rushed schedule around Shaq's Olympic and NBA commitments, Steel was completed quickly and released just weeks after the disastrous Batman & Robin had damaged the DC brand. Director Kenneth Johnson later revealed he had pushed for a more experienced leading actor, but studio executives believed Shaq's popularity would sell merchandise and tickets.
That gamble failed. Following the box-office disappointment of Kazaam, Warner Bros. gave Steel minimal marketing support and declined to screen it for critics. Reviews were brutal, and audiences stayed away. Opening in 1,260 theaters, the film earned just $870,068 in its first weekend before collapsing 78% in its second frame. Its domestic run ended with a dismal $1.7 million.
The failure effectively ended Shaq's hopes of becoming a leading man in Hollywood. While he remained one of basketball's biggest stars, Steel became a cautionary tale of 1990s celebrity casting, proving that even one of the world's most famous athletes couldn't guarantee success at the box office.