While JLA is a pre-existing concept, probably 80% of the worlds population has never heard of them, or knows who they are.
I know very poor people, almost completely disconnected from the world, who are aware of the idea of the JLA. How? Osmosis, apparently.
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A good enought marketing campaign will sell that movie to them based purely on special effects and action.
But the movie would still bomb if there was something in it that turned people off. If marketing is everything, can anyone explain to me how movies with a good opening day can bomb? Look at Miami Vice: it made 40% of its total domestic gross on opening day. 2 out of 5 people who saw the movie in the US went on the opening weekend. After that, it died out. Why? Did someone start an anti-marketing campaign? Osmosis again?
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It also proves that people do not need to know who a character is for them to go see a movie!
Of course not. They don't need to know Optimus Prime to go see Transformers. Replace the cars with Ninja Rockets and they'll still get mad.
