The Incredible Hulk opened on June 13, and guess what? The reviews weren't bad. But they were a bit in the backhanded compliment vein. Glenn Kenny, formerly of Premiere but now blogging at Some Came Running wrote, "some CGI issues aside, it was a credible (ar ar ar) enough action thriller in the contemporary commercial comic-book-adaptation mode, and that its quality is such that it'll be better received by audiences than its initial and persistent "bad buzz" had indicated." Entertainment Weekly's Owen Gleiberman writes that the audience "may not mind that The Incredible Hulk is just a luridly reductive and violent B movie — one that clears a bar that hadn't been set very high." Not bad, but certainly not great reviews.

Here are some ways Universal and Marvel Films circumvented the fickle fans, and successfully course-corrected their struggling franchise to the tune of $96 million-plus and counting in only its second week at the box-office.

Hire an action film director. I don't know Louis Leterrier. I have never seen a Louis Leterrier film. But I do know this... Louis Leterrier is an action director. All I have to do is see a trailer for The Transporter or Transporter 2 or Unleashed, and I can tell he knows how to direct action. Now, does he know how to direct a performance?

Recast the entire movie with actors who won't let you down. That's not to say that the first cast would have let anyone down. You had Eric Bana, Jennifer Connelly, Josh Lucas, Nick Nolte, and Sam Elliott as the villain, General Ross... wait a sec, Sam Elliott. I like Sam Elliott, but he's not exactly villainous. And Eric Bana is great but he won't open a movie the way Edward Norton does. Okay, Ed Norton it is. And for the villain? William Hurt. Throw in Tim Roth to support him. And Tim Blake Nelson to set up the inevitable sequel's next villain. Love interest? Liv Tyler's kinda hot, and she can act, too. Oh, and by the way, Norton loves the Hulk, so he can help you rewrite the script. He's a smart guy. He'll make it even better. Louis Leterrier (you must always say his entire name)? You worry about the action... these guys have got the performances covered.

Pay homage to the character that got the butts in the seats in the first place, stupid. That character was TV's Incredible Hulk, David Banner, not comic's Hulk, Bruce Banner. Little touches throughout the movie evoke the nostalgia of watching the well loved series. From an appearance by Bill Bixby on TV (in a rerun of another of his series, The Courtship of Eddie's Father) to original Hulk Lou Ferrigno as a security guard, to a cameo by intrepid reporter Jack McGee (here working for a college newspaper), to a blisteringly quick refresher on the Hulk's origin over the credit sequence (complete with blinking red Danger Light) that paraphrases the show more than the last movie, the film is targeted at the core fans of the show. Even the title pays respect to the series.