Yeah, “generating your own Marvel movie” was considered high art for most human cultures before copyright: from traditional epics to Greek dramas and even Shakespeare’s “serious” plays, audiences were already familiar with the characters and stories and valued the art of the re-telling. Novels (so-called because the characters and stories were “new”) were considered low-brow trash for people unfamiliar with the myths and stories that “real” literature was based on.
Now, that primal human urge to build on and re-tell familiar stories is relegated to unlicensed fan-fiction and to franchises like Marvel who only permit certain sanctioned creators to build on their “property”.