It's more about the publicity and visions than movie quality in fact...and we've to look at what was diffused in the same time, when people think about going to the movies sometimes it's the movie based on the poster/cast/synopsis on the 10 minutes you've to decide that the less bad/more appealing is chosen.
And i thought at least 75% is people not knowing anything about comic culture but appealed by girls in tight clothes and explosion who're going to see those. Plus family thinking it's child material...you've got one or more kids plus one or both the parents et voila you're making numbers grow. Toys in restaurants, goodies given, convention month of publicity, event if the movie is lame you've bought your tickets and money is made. It's the word if bad press is made fast after the movie come in then people are less complaisant if not they're trapped