Ideally, when a game is really great in terms of gameplay, it makes you want to seek out the film. Ideally, that's how licenses should work -they complement each other.
I don't like Spiderman, but I liked the movies overall - go figure... the pin was a letdown for me, but others love it!
The license is just familiarity. It makes people want to relive the feelings they had with the licensee. So I've played some IronMan and liked the game. Now I'm sort of curious about the movies.
It's sort of like dating. When you meet someone you're introduced to by friends, you're more likely to date her, as opposed to a random stranger. That's just the way it is!