Iron Man 3 was a big exception though. Cause it was a jointed effort cross-promoted in China where the movie was launched in China and it opened big over there (cause China there's a sort of quota where there's a limited number of movies that are chose to be shown there).
So basically Marvel calculated that they could take the hit with the hardcore fans as long as the China box office would be big and it was huge. And for that I say fuck them!