All this talk about how particular characters aren’t suited for movies, or are overpowered, or how shared universes are good or bad, are all window dressing to the real reasons for Marvel’s recent success relative to DC.
It all comes back to the people making the movies. And it has fairly little to do with the tangible details of the characters themselves.
Marvel’s recent success correlates very, very closely with their handing the reins of the films over to Kevin Feige. Now, Feige’s no saint - the stories of the backroom contract negotiations for some of Marvel’s star actors do not paint him in a particularly generous light. But he knows his stable of characters deeply - he’s as much a longtime comics fan as he is a studio executive. He’s also demonstrated in the past seven years that he knows storytelling and filmmaking as well as anyone in the business.
And perhaps most importantly, he’s consistently demonstrated a talent for matching up other strong filmmakers with material that matches them well. Starting with Jon Favreau for the first “Iron Man” film. But continuing with guys like Joss Whedon for “The Avengers,” Kenneth Branaugh and Alan Taylor for the “Thor” films, and Shane Black for “Iron Man 3.” There have been a few misfires along the way, but nothing truly awful on the level of “Green Lantern.” He’s given these filmmakers just enough direction to keep everyone on the same page, but then has largely let them each do what they do best. As a result, the current Marvel movieverse manages to be both an interconnected single continuity, with a certain shared irreverent tone, and yet also feature movies that are very stylistically distinct from one another. “Captain America” was a war movie. “The Avengers” was action comedy. “Thor” and its sequel were essentially fantasy epics. And the upcoming “Guardians of the Galaxy,” which may be the film most directly driven by its director’s unique vision, is shaping up to be a Star Wars-esque scifi space opera.
And all these films occupy the same continuity, without feeling like they shouldn’t.
In other words, Feige has created a situation in which he can pull fan favorite characters and settings from one film to another with ease, and yet still tell a wide variety of different and interesting stories. One story can be about an alien invasion of New York, while another is essentially a feature-length meditation on PTSD (and those two came back to back).
Meanwhile, DC has shown no perceivable sense of authorial, well, authority. They struck it big with Nolan’s Batman films, although forcing him to come back for a third when he clearly didn’t want to pretty much sucked the air out of that continuity. And otherwise, they’ve pretty much spent the past decade playing catch-up, watching what other movies do successfully and then aping it as best they can. We’re getting a Justice League movie because “The Avengers” was successful, not necessarily because someone high up in DC thought, “I have a great fucking idea for a Justice League film!”
If DC can get their own Feige (and let me just say that Nolan could be that guy… but Zack Snyder cannot be), they still have a great chance to turn their movie studio around. As others have noted, they have a fantastic stable of characters, for which you CAN tell compelling stories on film - just look at “The Dark Knight” or the original “Superman.” But they need to think story first, franchise second. That approach has paid off so well for Marvel that third-tier characters like Thor are spawning massive blockbusters (and I fully expect “Guardians” and “Ant-Man” to do the same). *That’s *the lesson DC needs to learn from Marvel. Not that “ensemble superhero movies will make money!!!11”
Focusing on the other stuff, about whether Superman is too boring, or “dark and gritty” being passe, or audiences not liking crazy space stuff… that’s what’s killing DC right now! No, they need to learn to ignore that stuff. Focus on finding good, compelling stories for your already good, compelling characters, hire talented storytellers to put words on a page and give those talented storytellers the breathing room they need. And don’t hinder them with “what the fans want” or “what the established continuity is” - let them figure out what will turn people who didn’t think they gave a crap into a whole new generation of diehard fans.