Instead of keeping the festering remains of the Ultimate U on life support would it make more sense for Marvel to kill it and start up a line based more on their movie properites. Instead of changing the 616 to fit the movies they could just have a line that uses the movies continuity. Launch and Avengers, Thor, Iron Man, and Cap book. Minimal continuity and a much smaller U would make something like that very new reader friendly. Maybe have a quarterly book for things like Guardians, Ant Man, and Agents of SHIELD.