My hope is that Marvel alters it's formula now; the movies are starting to feel very formulaic to me.
Yes, well, the comics are very formulaic, too. Though, to be honest, I think what we see is really just Three-Act structure (or maybe 5-act, with really short dénouement?). They have a big climax at the end - and when you're dealing with superheroes, that climax is going to be a big old fight.
For me, Marvel's had about a 50% hit rate with the combined universe slate - Cap1, Thor1, IM 2 & 3, the first Hulk were all misses for me. IM1, Cap2, Thor2, Avengers, were all hits. GotG would have been a hit in isolation, but I'd reached peak formula by that point.
The two latest Spidey flicks were both misses, as were the two F4 flicks. Wolverine bores me senseless now, but there's most recent X Men movies were excellent.
So 50/50ish in all. I can live with that, but they do see to change things up a bit to retain my enthusiasm.
Of course, the Spider Man and X-Men movies aren't under Marvel's control, so Marvel cannot alter the formula on those. But if you find the formula is driving also through those movies, it may be more an issue of genre than anything else - how else do you do something that's a clearly in the spirit of the comics, but looks different?
And Hulk... Hulk was clearly experimental. Ang Lee could not decide if he wanted to make an action movie, or a turgid drama, tried to split the difference, and ended up with a lumbering monstrosity. The second was better, but still not great.