Remember a few years (OK, decades) ago when comic book superheroes were treated like the fringe? Well, those times have come and gone, and today superheroes like The Incredible Hulk, Ant Man, and The Great Procrastinator are a part of mainstream media/entertainment. Except for The Great Procrastinator, who of course we just made up, even though there is no one with whom the average American could better identify.
Anyway, the point is that years ago, these characters were limited to the pages of the comic book. Today, they are starring in a Coca-Cola Super Bowl 50 ad. In fact, today superheroes are so popular that they’re used to promote products even when not co-branded with promotion of a film release.