Marvel comics is the darling of the theater.
You look at what they've spent, what they've made, and profit involved and the numbers are staggering. We are talking a total budget of just under 3 billion dollars without advert costs and earnings of just under 4.5 billion dollars in North America and 7.1 billion dollars for a world wide total hovering around 11.6 billion dollars. That is almost four times the investment in returns with fifteen films.
We have nine films expected in the next three years. We had one film, Guardians of the Galaxy Vol.2 so far this year and we have two more; Spiderman: Homecoming and Thor: Ragnarok. 2018 has another three films including the third Avengers Film and 2019 has another three films listed. The only film without a solid release year is Guardians of the Galaxy Vol.3.
For the longest time they were my comic publisher until Image came around then Image comics ruled my comic boxes. The departure of the big six, also called the X-odus. Due to many of them working on the X-men titles when they left Marvel. Rob Liefeld, Todd McFarlane, Marc Silvestri, Erik Larsen, Jim Valentino, and Jim Lee started Image.
So Marvel is rocking the films, but they are also having a rough time in print.
None of this surprises me. I've lost count of the number of crossover events over the last decade. My favorite event was the X-Cutioner's Song in 1992 and Legion Quest that led into the Age of Apocalypse. Since then I've not been very interested in cross overs. Even DC has lost me and only a few crossovers have kept my interest Dead Heat (Flash - 1995), Night of Owls, and Death of the Family.
Marvel needs to clean up it's act and invest in its audience. They need to stick with a creative team, invest in long term stories, and allow the teams to keep the pace removing the disruptive crossover events from being a yearly thing.
Lastly they need to punch up their TPB prints. Lady Bear would rather buy other comics because the Marvel trade paper backs are so thin and too expensive. Image and DC own the TPB market and DC is known for rebooting their entire line of comics every few years.
I want to "make mine Marvel" but they are not making it easy for me.