Ah, but all those movies are having an effect on comic books. Marvel, right now, has a problem. When folks pick up an Avengers comic, for example, they don't see something much like the movies, and that's effectively a barrier to picking up those new readers! The movies take a lot of inspiration from the Ultimates line of comics, which is not part of the main Marvel continuity most of which have already ended their run - the only one left right now is Ultimate Spider Man, if I recall correctly, and his last issue is coming soon too.
Interestingly, Marvel is having a new "Secret Wars" event, that is going to mash things up a bit. It is expected that this will enable several elements of the Ultimates line to merge into the main continuities.
Thus supporting my point, that if you have continuing IP lines, and you make movies, you'll probably eventually want to move the IP into line with the movies. The version of the property that has the greatest exposure is apt to drive the rest at least somewhat.