In a recent interview with Total Film, Stan Lee said one of the reasons that the previous Hulk movies weren’t successful was because The Hulk was “too big”.
Generally it’s been wonderful. They hadn’t quite found the right formula with the Hulk but he’s very good in Avengers Assemble. They made him too big in the first two movies – I don’t think he had to be as big as King Kong. I think they’re gonna be OK with the Hulk from now on, though. Mark Ruffalo nailed it.
I never thought I would disagree with the comic book legend but I fail to believe this is why The Hulk has failed prior to “The Avengers”.
Ang Lee’s version of the film was simply horrible and if an actor like Edward Norton couldn’t make The Hulk incredible, I don’t know who could have.
The bottom line is, The Hulk is a support character and I don’t think many people can sit through 2 hours of a CG monster who goes on an occasional rampage. What worked in “The Avengers” was the fact that The Hulk was a support character who was surrounded by other interesting characters (Thor, Captain America, Iron Man) and played by actors who can keep the audience interested (and did in their respective films).