If you didn't see the Marvel credits, you'd still know you were watching a Marvel film. It starts out a bit slow, but picks up well after a while and remains good until the end IMO. Audio was great, visuals good as expected from this studio, story fairly straight forward but good. They hit all the requisite franchise tie ins and oddly, none of the people who went with me had seen ANY of the other films lol. I feel this one could have been a bit stronger; it feels like the backstory that it is, just to feed into the other Avengers related films. This is certainly not a bad movie at all, it just feels like they are maybe trying to force too many of them out the door. It was cool to actually see Andy Serkis in this one, not just green screened.