The success of Avengers: Infinity War shows just how much people enjoy seeing familiar faces doing vaguely new things. Why is this so appealing?

Current data suggest that Avengers: Infinity War is well on course to being Marvel’s biggest UK hit to date. Given how many successful movies Marvel has produced over the last decade, that’s really saying something.

But the current glut of superhero movies has led to many complaints that studios are playing it “too safe”, and that the viewing public aren’t being challenged by anything new.

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Read More Avengers remembered: why franchises can be so popular | Dean Burnett

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