I read the user reviews before I saw this movie. I thought perhaps the negative reviews were a bit unfair. But no! The cinema was filled to the max- I have never seen this before! Today's paper reported it is the highest grossing movie in history! Why? The audience were enraptured, laughing at seemingly unfunny moments, and cheering when good guy characters emerged. I think everyone drank the kool aid! Most of the movie is ordinary and just like other Avenger movies. Special effects were used to insert characters in cameo roles. Nothing new here folks! I have tried to analyze its popularity and have concluded that it is really simple to please the masses. People dont want complex scifi, a simple good- bad guy formula with a touch of routine comedy, good looking actors made more attractive with special effects touch ups, and some character familiarity will do the trick. Throw in a lot of multicultural references and political correctness and voila! Big bucks.