At least that is the thesis of this Variety article. And I think they are right. Had Guardians been Marvel's first film it wouldn't have done numbers like this out of the gate. It is now pretty apparent that Marvel films are so trusted in terms of quality entertainment that just the Marvel label alone will drive throngs to theaters to see their latest picture. Like Pixar before it, Marvel keeps reinforcing its brand name by consistently creating an amazing movie-going experience. As inconceivable as it may have seemed merely a few years ago, the Marvel brand is so hot that I think they could actually make a Howard the Duck movie and it would do well. They simply have no limits right now.