It's a nightmare situation when you think about it.
Look at the recent box office duds of well known IPs of this Summer. Hellboy, X-Men, Godzilla and Men in Black. Look at Star Wars' movie from last year, Solo. The first Star Wars film to flop and the reason Bob Iger (head of Disney) said they would be a slow down after Episode IX. "Too much, too fast" were his words. 1 Star Wars film a year. Marvel does 3 movies a year. DC before the slow down after JL, was doing 2 a year.
Look at Star Trek. 3 movies that came out at the right time. All certified fresh and adored by critics. A young and energetic cast, bread winners for Paramount at the BO and now the franchise is on indefinite hiatus. 3 years after Trek's 50th Birthday. GOTG has supplanted Trek and Star Wars as "THE" scifi space opera of this generation.
The "do it like Marvel" doesn't work for everyone. Even the IPs that tried it failed (Star Wars, Trek, DC, TASM). It's just really hard out there atm. The media is saturated with a plurality of failure to launch movies and IPs.