XMA wasnt a failure. It didnt do top tier MCU (Avengers, Guardians, Ironman & Captain America) or even it's predecessors money, but it didn't loose money either. It costed $150 and made over $540. Yep, half a billion profit on a $150m investment... fail. Even if they poured $60m in promotion, it still made back more than twice what it costed.