The Marvel 'brand' has led some to describe the studio's movies as being formulaic, but the secret to Marvel's success may be more complex than that.
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It's definitely more than just a formula – otherwise we would be getting way more of the same than we are. Marvel's doing well to transcend genre and even audience in just how diverse its cinematic universe has become. That's a lot more than DC can say about its own vision, something that's only been about appeasing the Man of Steel crowd thus far. We'll see about Wonder Woman.
Marvels' superhero characters' are more streetwise and easily relatable than DC's, so it's probably easier to write.