Originally Posted by Mulholland '49
Again, how does that not make it a gimmick?
You keep using that word. I do not think it means what you think it means.
Noun - A trick or device intended to attract attention, publicity, or business.
This is the official definition of the word "gimmick". If you truly wish to use that word to describe the nature of the universe in which these films are based, then we could apply the word "gimmick" to just about anything. The Star Wars universe is a gimmick. The Lord of the Rings universe is a gimmick. Putting well-known actors in films is a gimmick. Any film advertising whatsoever is a gimmick. Anything that could be used to attract attention, publicity, or business to any particular film could be defined as a gimmick.
Want to apply that word to the Marvel Cinematic Universe? Then you have to apply it to everything else that even comes close to that as well.