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I would say
1) they contain something that a generation of now grown ups may have an emotional attachment to
2) their kids want to see them too
3) they are so massively marketed to a generation that may have never had a chance to create any sort of taste in movies in a first place and was raised on 3D / CGI killing their attention span
4) there's not that much more to offer in multiplex cinemas so a comic book with a whole lot of CGI will do for many (not talking about kids, I am always amazed how actual grown ups act as if this is a regular thing to watch)
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