Already, the experts are calling Guardians of the Galaxy a gamble because it's based on a property that's pretty much inside baseball for the comic book crowd. But it isn't Marvel Comics that's making these movies, it's Marvel Studios.
And if that company wants to stay in for the long game, they have to come up with more than just tentpole movies supporting huge spandex and leather tents.
So at first, you'd think that GotG would be a bigger gamble because if--if-- it hits big then SF fans be served up with another Firefly/Farscape/Han Soloesque dish at the Disney franchise buffet. And I'm sure a lot of others would agree.
Then you got to realize that this is almost a low-hanging fruit for the studio.
Quick trivia question: Which of these two movies, Road to Perdition, a gangster movie, or A History of Violence, another gangster movie, is based on a comic book? Trick question – Both of them are based on comic books.
And with Marvel Studio's access to Marvel Comics 75-year old library of IP, there won't be genre that Marvel Studios couldn't shoehorn into their production schedule once they break out of that "superhero movie company" stereotype.
Go far enough down the road and I can see a future where Marvel Studios executives are ironically embarrassed to talk about those old cheesy 2-D super hero movies.
For that really long game, though, I can see Marvel Studio hoping that in the year 2074 there will be two kids on their first date sitting down to share their ocular implant data feed to see a romantic comedy that has zero superheros or SciFi in it. (the more things change, the more they stay the same).
And as those kids see the opening credits stream by, they'll think that it odd that Marvel's logo has that "flwip-flwip-flwp" sound and maybe they guess it represents an image app shuffling those images inside the words.
'Cause you know what's a comic book?