Very few are aware that Marvel Comics went through a dark phase almost a decade ago. It was during that time, that Marvel decided to take a step back and re-invent all the leading superheroes being Spiderman, Avengers, X-Men and place the storyline in a time that would be more relatable to the reader back then. The stories of all these superheroes were being told from the start in an era that was more modern and did not have to take the readers back to the classics.
It was a simple task at hand, more like a Hail Mary maneuver. It was also one of the biggest experiments undertaken by Marvel without any successful goals to achieve. And it turned out to be the biggest success for the comic book company and became popular beyond any expectations. Also, most of the upcoming Marvel movies follow the Ultimate Series plot rather than the original.