I don't disagree with anything here, but TIH was non stop action and it didn't do anything financially. Obviously if it was the first Hulk movie to come out, I think it would have done at least 200 domestic, but it still would have been the same movie critically. It's cliched to say that we need to find the right balance, but it's never been more important. Those IM trailers were pretty action packed. Yeah they could have done another set piece, but are parents really watching the movies, then deciding if is appropriate for their kids to watch again next Saturday afternoon? Are they reading reviews beforehand to make sure it is kid friendly enough? Maybe it's the marketing, which also doomed TIH. Maybe they should have attached more kid friendly TV spots on Nick or Disney. The TV spot with the kid was pretty kid friendly. Maybe IM2 didn't garner a repeat viewing with the kids, but I am not sure how many parents are willing to see a movie a second time anyway, one with the spouse, another with the nieces/nephews or kids. Maybe I am dead wrong, but a lot of movies have made a heck of a lot more without necessarily being kid friendly.