Hedge your bets by making this movie a reboot AND a sequel. Sure, it's a new movie... I know you didn't like the first one. Oh, you did? Well, it's a sequel. See how Banner ended up in South America at the end of the first one? He's still down there at the beginning of this one. And see how he became the Hulk while working on secret government projects for his girlfriend's dad at a University lab? He returns to the lab to find his girlfriend in this one... just ignore that this one is called Culver University while the original was Berkeley. That's just to throw off the folks who hated the first flick. A la the 007 series, the films are loosely related and invoked on an as-needed basis only, in order not to load things down with too much continuity.

Remember, it's a comic book... play by comic book rules. Ah, but you like continuity. Well, this movie is for you. Starting with the opening credits, you see documents that belong to Stark Industries, and the Strategic Homeland Intervention, Enforcement, and Logistics Division or SHIELD, both organizations that appear in Marvel's other 2008 film Iron Man. You have Banner seeking help from an expert in gamma radiation, Dr. Samuel Sterns, fated to become one of Hulk's arch-enemies the Leader, in the comics and presumably the next film. Ex-girlfriend Betty Ross's new boyfriend? Well, I believe they cut out the explicit reference to his name, Dr. Leonard Samson. A noted psychologist, he later becomes the green-tressed hero, Doc Samson. And Tim Roth's Emil Blonsky is warned by Sterns that he may become an "abomination" if he chooses to test one of Stern's serums in combination with the Super Soldier serum given him by General Ross. The Abomination is Hulk's greatest comic book opponent.

Get an assist from your bona fide, genuinely more successful superhero younger brother. Want to get fanboys into your less than promising new superhero flick? Bring your star hitter to the party. Iron Man is the first film of 2008 to break the $300 million mark. So when Marvel started promoting that Robert Downey, Jr. would appear at the end of this movie as Iron Man Tony Stark, offering to help General Ross with a team he's putting together, the sound of millions of fans simultaneously reaching orgasm echoed throughout the land. Now that Marvel Films has most of its characters under one roof, it's far easier to cross-pollinate franchises, like they do in comics. Word is that Thor and War Machine will be spun off into their own films after appearing in Iron Man 2. They'll all be reunited in The Avengers, the story of that super-team Stark and SHIELD's Nick Fury (Samuel Jackson) are putting together to stop the rampage of... you guessed it, the Hulk. Luckily, since the Hulk is CGI you don't really need Edward Norton to return for that one.