the avengers is doing well because marvel has delivered several good movies for all the characters featured in it that made people want to see it.
marvel makes movies based on their comic book franchises, they aren't trying to come up with new movie ideas. i agree that it is lame when movies are tons of sequels and no new ideas, but i blame studios who just buy up properties with big names to make movies out of them, especially in cases like 'battleship' where the property literally has no story behind it to begin with and they are SOLELY buying name recognition, rather than marvel, who is just making movie adaptions of their own material.
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