I know this is a box office site, but this is why Disney is probably more concerned about the DOM box office, because that will translate most into merchandise. The US market is notorious for tie-in merchandising sales compared to the rest of the world and those US eyeballs = ad revenue and merchandise. While Avatar is great box office it pales in comparison as a known franchise for merchandising. In that sense, the Marvel Universe is the same way. Sure you want to win everything, but getting US eyeballs is more important to them than worldwide eyeballs right now. If you can hock that merchandise ww, of course you want to, but consumer behavior differs by market.