Movies
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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