After the massive success of a project spanning at least 10 movies, they are just doing what is inevitable.
Trying some new stuff out, exploring new ideas, being creative.
"If you have an idea that you genuinely think is good, don't let some idiot talk you out of it." - Stan Lee
He would tell anyone that would listen the story and encourage folks to be creative.
Here's an example:
"That doesn't mean that every wild notion you come up with is going to be genius."
..if you want to skip to the meat (5:28 below):
No one gets a hit every time much less a home run. As companies, trying to not financially lose their tails or find themselves on the receiving end of some massive political backlash while taking on creative endeavors.. eesh kudos. Realistically there are going to be some winners and losers. No one gets a hit every time much less a home run.
I have a bigger beef with theaters charging what they do for a popcorn and pop than I do with what Marvel or Disney or Sony or WB or whomever pursue in an effort to entertain folks.