Adam B. Vary:

That kind of unmistakable branding is a precious creative commodity in Hollywood. “On any given weekend, you release a movie from Paramount or Universal or Warner Bros., but [audiences] are kind of brand agnostic,” said the senior studio exec. “But when it’s Marvel in this universe, I think that that brand is establishing more clout and more goodwill with each passing movie. That’s rare. Only certain brands really have that kind of following, where consumers really identify with a brand when they’re making they’re choice to go spend $15 on a movie ticket.”

There’s no question that the Marvel films under Disney all have a certain feel to them, which is impressive. At this point, I’d undoubtedly go see one even if I wasn’t familiar with the source material.

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