An average of one or two new Marvel Cinematic Universe films have been released each year over the last decade, and at least another 14 are in the works. So how does the franchise keep audiences interested?
The trick, says Iron Man actor Robert Downey Jr., is never to repeat something, even if it has proven to be successful in the past.
He was fielding interviews in Singapore alongside Benedict Cumberbatch and Karen Gillan - who play superhero characters Doctor Strange and Nebula respectively - to promote their highly anticipated new Marvel movie Avengers: Infinity War.
There is immense hype over Avengers: Infinity War as the movie gathers the most Marvel superheroes in the same project than ever before.
Besides the Avengers superheroes, Guardians Of The Galaxy superheroes are also added to the mix for the first time.
Avengers: Infinity War opens in Singapore on April 25.