Name-recognition matters, sure, but it's hardly the only deciding factor. If name-recognition was all that mattered, then SUPERMAN RETURNS would have been a monster hit. And both HULK movies should have outperformed IRON MAN or THOR.
Superman Returns' problem was that Singer was making a tribute/sequel to the Reeve movies, which was lost on a certain segment of the audience--some never experiencing the earlier movies to have a frame of reference.
Iron Man was not A list character, but he has a long media history and merchandising familiar to a couple of generations. Add Robert Downey's star appeal, and Iron Man had a benefit even the Hulk did not.
Moreover, the Hulk, while one of the most famous comic characters, suffered from the terrible Ang Lee film, then a reboot. If there's a lesson in the handling of franchise characters is if the reboot happens too fast (in
Hulk's case, 5 years), the audience rarely cares to the degree serving the purpose of a new version, as they have a "been there, done that" feeling about it.
I believe that was the reason the rebooted
Hulk's 263 million barely coughed past Ang Lee's 245. Not much improvement.
And then there are characters like THE MASK or HELLBOY or BLADE who were virtually unknown to the general public before they hit it big at the movies. And need I mention THE GUARDIANS OF THE GALAXY?
Blade was a stand-alone film able to establish its own internal identity / continuity sans any reference to (or expectation from) the Marvel universe--superheroes in particular. There was nothing to compare the character to, or desire in the way of larger story lines and costumed guests. Operating on its own, it was judged as
Blade...not
Blade's place within a Marvel film universe, as Cyborg, Aquaman, and others will be judged against the larger DC films.
--and capitalize on Snipes, who was a popular actor at the time. I already mentioned
Guardians, as we all know that film was more about what Easter eggs pointed to the next Avengers film than any strong interest in characters that never made an impression in their native format.
There are also generational factors here. My father grew up on Golden Age heroes like Superman and Captain America and the Sub-Mariner, but didn't have a clue who the X-Men were when I dragged him to one of the movies. And I imagine that, say, Cyborg or John Stewart are possibly a much bigger deal to kids who grew up on the various cartoon series than to some of us older comics fans.
Cyborg is still an unknown to most, and the audience for the
Teen Titans series has to be considered small--certainly not of any number a studio can count on for blockbuster numbers.
Regarding John Stewart, there's still an unfortunate part of the comic fan population who never accepted him in the so-called "Timmverse"
Justice League cartoons, and squealed with delight when Hal Jordan was restored as the GL of the short-lived GL cartoon (2011), and the disappointing Ryan Reynolds film. On that note, if Stewart is the reboot GL, I expect the same resistance from the base. There's no telling how general audiences will react.