^If they feel the property is strong enough, or has enough potential, that alone is motivation for taking another chance with it. Same as Marvel not quitting with a Hulk film in spite of the poor reception the first Ang production received.
Potential?
John Carter lost a LOT of money. On a 250 million dollar production budget, not including publicity it only made 284 million world wide.
The Hulk didn't do as expected. But was still
profitable. Hulk was made for 137 million, not including publicity, made 245 million world wide.
And also consider which has a wider brand recognition, Hulk or John Carter? Even before his recent appearances, I would easily say the Hulk.
I would be shocked, shocked if another studio made a major investment in Carter for a long time.