DC:Tortoise=Marvel:Hare?

So, it’s now been confirmed that Cobie Smulders will be joining the cast of what could be the biggest tent pole summer blockbuster movie ever – The Avengers.

Or it could be the biggest flop ever.

Consider just how much hype and build-up is leading up to the production and release of this superhero team action flick: Thor, Iron Man 2, Captain America all have little story bits scattered about that will lead to the culmination of one big wallop of a story in The Avengers.

Following form for the Marvel deals, Smulders has a commitment to nine pictures, with her character (most likely S.H.I.E.L.D. agent Maria Hill) showing up at least as frequently (or infrequently) as Samuel L. Jackson’s Nick Fury.

But is all of this massive connectivity in the Marvel universe a good plan?

So far, it seems to be working out – Tony Stark showing up at the end of the last Hulk movie was a nice button on that film, and we’re sure to get more bits and pieces at the end of Thor and Captain America. And of course, it all comes together like a Hannibal Smith plan with the big team coming together for their own outing.

But is this putting too much weight of expectation on The Avengers and Joss Whedon? Consider the cast that he’s got lined up (and keeps expanding…): Robert Downey Jr., Chris Hemsworth, Chris Evans, Mark Ruffalo, Jeremy Renner, Scarlett Johanssen and Samuel L. Jackson. Marvel is not known for frivolous expenditures, as evidenced with the departure of Jon Favreau from the Iron Man franchise. So they obviously are betting the farm on The Avengers being the big hit everyone thinks it will be. Plus, with the reboot of the Fantastic Four and Spider-Man stories under the Marvel production umbrella now, the comic line is set for a massive cross-over, the likes of which we haven’t seen before.

So, it begs the question: if Marvel’s model is so successful (and so far, so good…), why is DC still a one-trick pony?

DC seems to be betting everything on Christopher Nolan, but is this the best way to go? After The Dark Knight Rises, Nolan is done telling Batman stories, and while it’s premature to say what’s happening after that, it’s a good bet he’s not coming back. Which means Christian Bale is most likely gone as well. DC doesn’t have everyone signed on for nine pictures. And the Superman re-boot is on track mainly because a judge told Warner Bros. to get off their collective posteriors and do something or lose the character to the Siegel & Shuster estates.

So far, it seems that DC is taking a much more cautious approach to gathering the heroes together in one mega-blockbuster Justice League movie (oh, that’s a tale, isn’t it?). But are they right? Given how well the animated features have done, the suits at WB have to know they have a safe bet on their hands. Batman, Superman, Wonder Woman (if they could ever figure her out), and the rest of the League could each probably carry his/her own story (well, maybe not Elongated Man, but if you do it as a noir…).

So, it now becomes a waiting game. Does Marvel have it right with their “Go big or go home” approach? Or will DC’s deliberate (some would say tentative) calculations add up to long-run success?