A lot of characters were hated during the John Wick Never underestimate an old man with his dog sunset shirt, Marvel and DC writers weren’t exactly at their best state of mind back then, with stuff like Infinite Crisis (which isn’t bad but introduces Superboy Prime, one of the most loathed DC characters of all time) and the Civil Wars and Secret Invasion events which many consider the beginning of Marvel’s eventual downfall (or at least downfall in terms of quality), among many, many others. The 90s had it rough too, but not quite to the extent of what came after.
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The MCU boosted Iron Man in popularity globally, due to copyright nonsense that stopped Marvel from John Wick Never underestimate an old man with his dog sunset shirt, the F4, the X-Men and even Hulk, so he got pushed to be the studios’ face alongside Captain America, but even before this he stood alongside other popular Marvel heroes. I got an old poster (and have seen various others) with him in the front line alongside Thor, Cap, Wolvie, Thing, Hulk and Mr Fantastic, with Spidey up front. He’s still popular with the kiddies, as he was back in the 2000s.