I ran into this interesting article: A Secret Identity for Marvel, Ronald Grover, Businessweek 8 May 2008. Long story short - on previous Marvel movies, Marvel only got 5% of the profits, plus they shared the merchandising revenues. Now they're financing their own films and so they make most of the cash. Paramount got 10% of Iron Man instead of the >90% that Fox, Sony, and Lionsgate got (and get). The article also talks about what's coming next, though I imagine yinz already know about that.