A perfect chance to introduce new characters...

Jathro

With three upcoming marvel movies this spring/summer, wouldn't that make for a great time to introduce some new blood?
There could be a tie-in event for each movie, with rewards tailored to each, and specific to those characters involved. For example:

Captain America: Winter Soldier
- Some sort of tournament or PvE event with buffed Captain America, Black Widow (any or all versions)
- New characters: Falcon, Winter Soldier

Spider-Man 2
- buffed Spidey tourney
- rewards like Electro, Rhino, possible other Sinister Six villains (since apparently that's the rumored 3rd movie)

X-Men: DofP
- buffed Magneto (enough with the Wolvie) tourney
- new character possibilities are endless, but as far as movie tie-ins would go - Prof X, Shadowcat, Bishop, Mystique, etc...