Re: Marvel Films create some brand-new concepts
Whiplash is a good example striking a balance - a lot of his visuals were new to me, but his name and back story were at least based upon existing villains and characters. Sure they rolled him in with Crimson Dynamo - and really dropped the ball at the end by not having his body armor be at least primer red [get it?] - but at least they were not just starting from scratch.
With over 50 years of history and characters to pull from, why would you not start with the books and go from there...reworking when and as needed...