I am not sure you realize how expensive an established movie franchise could cost. They do not always sell well either, outside of Goldeneye, Activision and EA have struggled for years to find the right market for the James Bond games and most of those are not based on any movie in particular.
Established franchise cost because they are worth the money... No other reason.
If they play it smart they can make a killing and quality games... James Bond is not a very good license for videogames but even Golden Eye shows that if handled well it can be a big hit.
Literally the only licensed movie games that have been successful enough to make money and of a decent quality are things like the LEGO games, which is so obvious from how badly they have milked those.
Depends how far back you go, but even today I beg to differ... The Batman games make a killing, All 3 Alien vs Predator games have been good to great and profitable. Jurassic Park games have performed well. Star Wars: KotoR, WarHammer RTS, Dune RTS... There are many.
There are plenty of movie licenses out there that could be worth their salt if done correctly as a game.
Terminator could make an awesome game! I'd love to play as a terminator hunting down targets in a city 'Hitman' style.
Alien, The Matrix, Jurassic Park, Dune, Chronicles of Narnia, Judge Dredd, Watchmen, Lord of the Rings, Avatar... There are a select few that could make amazing games.
Heck even things like Harry Potter could potentially be made into great games.
But in all honesty, Marvel characters are so fucking boring they'll rarely make good games... In fact I hate the Super Hero genre. 90% of the time it's the same old crappy 'average guy gets powers from something that should have killed him, becomes powerful, has rivals, saves the day, and gets the girl'... Every time, same bring predictable shit.