The secret to making a movie successful is A: You have a movie so good you'll go see it more than once and/or B: You'll tell all your friends how awesome it is.
I think the last time I watched a movie twice in the theater was the original Spider-Man movie. But my wife and I went back and watched it again. Even better the second time!
Currently Reading (in order of importance): AvX, Batwing, Batman, Uncanny X-Force, Wolverine & the X-men, Uncanny X-men, Amazing Spider-man, X-men Legacy, Avengers
1. The Avengers 2. Iron Man 3. Thor 4. The Incredible Hulk 5. Captain America 6. Iron Man 2
Live action Marvel movies since 2000 ranked in order (Non-Marvel Studios):
1. X2: X-Men United 2. Spider-Man 2 3. Spider-Man 4. X-Men 5. X-Men: First Class 6. Fantastic Four Here comes the hard part. Which ones sucked less... 7. Spider-Man 3 8. Hulk 9. Punisher: War Zone 10. The Punisher 11. X-Men: Last Stand 12. Fantastic Four: Rise of the Silver Surfer 13. X-Men Origins: Wolverine 14. Ghost Rider NA: Ghost Rider: Spirit of Vengeance (Haven't seen it)