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Comic book movies are in a weird space where they completely dominate the advertising and big studio budgets, yet somehow without being "cool".

Coca Cola and McDonald’s advertise and sell a lot, and I don’t think anyone would accuse them of being cool.

coca cola is about as "cool" as a beverage can be without containing alcohol. mcdonald's I'd agree on.

I'd argue Red Bull is much cooler.

Which is controlled substance in some parts of Europe

At the (novel for me) risk of showing my age, they certainly used to be: https://youtu.be/MpizkWEmg1g