I would say that the Marvel studio movies are what spiked my kids love for the Marvel Characters. Growing up they just weren't all that in to toys which really dissapointed old dad here. It was always about video games. Now that they've gotten older, they enjoy a good story and these new movies have been excellent.
My kids don't know what the heck to think about the comics. They consider the movies to be the current canon and have little interest in the comics that don't jive with them.