He also did a small cameo in the Ricky Gervais movie The Invention of Lying.
Realistically, there had to be some point of contention, with money or the size of the role being the most likely ones, or some combination thereof. If Norton was willing to do a cameo for peanuts, why wouldn't Marvel have said yes? Most likely he wanted more money or a more substantial role than the studio was willing to provide (and perhaps he deserved either one or both).
TiH was a fantastic adaptation of the character and a sequel should of been a lock.
I thought it was pretty damn good as well, to the point where I imagine the TPTB at Marvel must be quite concerned. I have difficulty imagining a reboot of the character that would be substantially better at capturing the essence the comic and presenting Banner and Hulk in a compelling way, yet it was not much of a success.
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