Marvel just because of what has been done with the Avengers franchise.
A series of interconnected movies was created with the intention of culminating in a super movie of super heroes. It's a good concept, but what is brilliant about it is the movies themselves were all alright (The Incredible Hulk), good (Thor, Iron Man 2), or great (Captain America, Iron Man).
Better yet is the fact that the movies are accessible to everyone, but treat the fans of the comics as kings among the viewers by dropping hints and secrets throughout the movies that describe events that may occur in later movies or later points in the plot i.e. Captain America's best friend Bucky is shown in a "brainwashing" like state when he is discovered and later "dies" though his death is never shown (as such). To the average viewer this seems like a plot device to test CA's resolve under personal loss. To a fan, this seems like a hint as to something big that may be happening in a future Captain America movie, or the Avengers movie.
Hell... There could probably be a series of Avengers movies, introducing new heroes that can have their own branching "solo" movies if the characters turn out interesting to viewers.
Entire branches of Marvel's extremely convoluted universe can be explored making the unfathomable depths of the comic world accessible to the average person.
Its an incredible feat for both comics and cinema.
What does DC have in the realm of movies? Batman is pretty awesome and Watchmen was pretty good but that's it really. Superman? Bad to average. Green Lantern? A joke.
Ahem... This seems really fanboyish...
You may note that I haven't mentioned the comics at all.
And I won't. The movie business is what gets my vote.