Re: the marketing: it works for me!
Back before X1 came out, I took a look at the list of Marvel movies in the works [and a peek at some analysis of their management, and debt] , and I bought 500 shares of MVL at $5. MVL is over $18, today. I've got a hunch it's still a good investment at $18.
So get out there and buy that X-men ice cream!