Iron Man is an object lesson why being "hot sh-t" in the movies doesn't lead magically to the comics following suit.
The MCU is the first time low-selling B-tier comics got to be "belle at the ball" at the movies. Before movie producers naturally assumed the top comics -- Superman, Batman, X-Men, Spider-Man, Fantastic Four -- would be the biggest draw. (Blade of course was an exception but mostly because they made it into a vampire genre movie rather than a comic adaptation).
But Iron Man flipped the script, even if as a character he doesn't really have many great stories -- Daredevil, Dr. Strange, Captain America, Thor -- leave alone Spider-Man and X-Men all had better stories than Iron Man -- on the screen RDJ's Iron Man was a winner. The problems that affected Iron Man in the comics --weak supporting cast, terrible villains -- didn't get solved or addressed by the movies but through RDJ's inner character drive somehow made the stuff in the movies interesting because for the most part they don't play as comic book movies. You can't translate the stuff that made IM work in the movies back into the comics.