I definitely think this is a shift that occurred from about the mid eighties, and that's why I think there's a very different feeling regarding comic books depending on what generation you're from.
When I was a kid (in the 70's, born in '65), the the primary fantasy/escapism we had was comic books. Nearly everyone I knew read at least some comic books and knew at least something about them (and it was probably Marvel 70-80% with a few weirdos into DC

)
But as we got into the eighties video games started taking a lot of the free time that had been devoted to comic books. And fantasy movies started coming out at a quicker pace and home video became a thing and comic books went from being the primary entertainment form to a somewhat boring alternative to other fantasy/escapism options.
And now it's all about the movies. People don't know about Iron Man and Captain America from reading comic books. They know them from the movies.
So comic books are a bigger deal to people of my generation than younger generations, but people of my generation aren't the biggest film-goers, so things sort of balance out and we have a broad spread of characters and styles that cross numerous generations.
Audiences have taken different routes to get to where we are today, but at this point, the good films cross generational boundaries and appeal to different people for different reasons - but when done right, they still have universal appeal.