Movies
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I think your view is clouded by hindsight.
When the first iron man movie was announced, the character was a solid b-lister
The guardians of the galaxy were even more obscure during a comparable timeframe and had a different roster.
So b-listers can be elevated by good movies and at the same time a-listers in the comics can bomb (Thor 2, Thor 4, non-mcu: Spiderman 3)
How well-known a character is in my opinion not the deciding factor for the success of a movie. I'd say the quality of a movie and the ability to build hype (which gets harder with what appears to be superhero fatigue) play a bigger role
Yes, b-listers but we are down to E tier. I've been a Marvel fan my whole life and it's obvious to me some of these franchises are so obscure.
Well, guardians of the galaxy had been very obscure, but I am not quite ready to call them e tier.
Remember blade? I didn't even know it was a comic book character when its success paved the way.
Really, putting the blame on the obscurity of characters is making it too easy and ignores all the fuck-ups around the movies that in my opinion have had a big hand in making them fail (not an exhaustive list):
Also don't overestimate how many moviegoers are also Comic Fans.
There is two things going on. You have opening night and you have total sales. Marvel has fully saturated Hollywood so they can't just ride the superhero hype for opening night. If the quality of the film is up to par like you said it can build momentum. What Im getting at is when I look at a Marvel movie you have to offer me something other than a canned action movie. When it comes to interesting characters and stories the well is starting to run dry.
I agree on the movies having to offer interesting characters and stories.
But I don't think marvel comics are running dry in that regard; there is still loads Disney could plunder from the comics