I think its a total mistake that they stick to basically the straight forward narratives:
XMEN v Magneto, Spiderman Origin through Venom, Origin Stories, etc.
Hulk reboot was great because it was a bit more off script... but, but, but -
there is a TON of content in there and they keep trying to fit like 100 comic story arch into a single movie. Why bother? Right something original - be it a wolverine + spiderman story, or something similar. So much cooler to take the characters and get outside the normal story arch. We have endless cartoons, cartoon movies, other movies, and the comics themselves.
Tell some tangents instead of endlessly rebooting.
(Although they tried this with Superman Returns and it stunk - so maybe I'm wrong.)