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They seem more timid to embrace the fun of super heroes. I love Batman and he is awesome as The Dark Knight, but Flash or Green Lantern don't fit that tone. Marvel knows the sweet spot to hit that average non super hero fan can be entertained, which is why we somehow live in a world where Ant-Man and Rocket Raccoon got biog screen debuts before Wonder Woman.

I think Batman v Superman could be a turning point though.