4. Subverting Expectations
When Kevin Feige took the stage, his first announcement was the subtitle of Captain America 3: "Serpent Society." The collective dropping of hearts was probably audible. After all, rumors of an adaptation of the Civil War storyline - and deep involvement by Robert Downey, Jr. - were rampant. Were we stuck with a plot featuring the snake-like terrorist organization, not quite Cap's most fascinating foes? No, thankfully - it was all a joke. The simple fact that Marvel was willing to make such a joke, though, shows the level of confidence that they've built up when it comes to dealing with their fanbase. It also shows that they're masters of manipulation - but in the end, everything will work out for the best. The late Mark Gruenwald, one of Marvel's most talented (and knowledgeable) writers/editors, once said, "The writer's job is to give the readers what they want, not what they say they want, and to give it to them in a way they don't expect." From day one, Marvel's films have kept with Gruenwald's credo, and that's not likely to change anytime soon.