For an indeterminate amount of time, comic book fans have been ranking their heroes (and villains) like celebrities with “A” through “D” rating.
In DC Comics Batman, Superman, and Wonder Woman have always been A-List heroes. However, characters like Green Lantern, The Flash, and Aquaman have fluctuated, falling to B-Listers in the 90’s, then rising again to A-listers in the mid-oughts.
Marvel is a bit stranger. In the early oughts, Brian Michael Bendis disassembled the Avengers for a good reason. Iron Man, Thor, and Captain America struggled as B-Listers in the late 90’s. Thor had been killed off, Iron Man was turned into an alcoholic and then a teengager and Captain American in general seemed directionless. The rest of the Avengers just didn’t have the popularity of their other franches. Marvel spent years building the Avengers back up to A-List characters, and thanks the X-Men and Spider-Man being licensed to other film companies they had no choice but to build a movie universe on the back of the Avengers.
If they had owned the licenses for those two powerhouse franchises, Iron Man would not have been the first cinematic universe film under their own film company. They took a character, Iron Man, which the mainstream audience did not know and turned him into one of the biggest characters they currently have. They did it again with Guardians of the Galaxy, which people knew even less than Iron Man. Likewise, 2003’s Daredevil was an embarassment as far as movies go but Marvel took the franchise and turned it into the most watched and highest rated show on Netflix.
By regaining, rebooting, and revitalizing the Spider-Man franchise they’re also pushing back the inevitable. Marvel knows this, that’s why movies like Doctor Strange, Black Panther, and Captain Marvel were merely pushed back rather than replaced by Spider-Man movies. Then, with the rest of the Defenders series on Netflix they’ll turn Luke Cage, Jessica Jones, and Iron Fist into characters people know essentially raising their ranks from B and C-Listers into A-Listers. They took a character like The Vision and made him the most standout character of Avengers: Age of Ultron. They took a character like Ant-Man and made a entertaining and successful movie about him, which some people found laughable when announced.
On DC’s side it is a bit more worrisome, as far as movies go. Thanks to the success of Christopher Nolan’s Dark Knight Trilogy, Warner Bros. believes the grim and gritty approach is the way to go as far as their own cinematic universe goes as evidenced by their dark approach to Superman in Man of Steel, the trailer for Batman v. Superman, and Suicide Squad. This may work at first, but the novelty of it will end quickly. What makes The Flash television series so refreshing is how far away from the Batman tone it is. It’s optimistic, funny, light hearted, and colorful. No dreary colors, no over serious faces, and 90% less angst.
The novelty of Suicide Squad, and Batman v. Superman has a problem. If it wasn’t for Harley Quinn and Wonder Woman the appeal of these movies is what they’re doing differently with Ben Affleck’s version of Batman, and Jared Leto’s version of the Joker. This’ll only last so long. They need movies with different tones with different characters. If they try to Batmanify characters like Green Lantern, Wonder Woman, Martian Manhunter, and Aquaman (which is what it looks like they’re doing anyway) people will become fatigued. Marvel realizes an Iron Man movie should not have the same tone as a Captain America movie, but does Warner Bros. realize that?
The B-Listers will eventually inherit the Marvel movies but if Warner Bros. relies too much on the success of Batman to see what is unique about their other characters they’ll be doomed to fail before they even begin.