We normally don't have so many moments in life to feel "awesome". The movie industry, today, tries it's hardest with action films (especially those of comic heroes), to make the viewer feel "in the movie". I worked in the film industry just for a bit, and got to see how they work. How these filmmakers target their audiences, and they admit it, is to make the viewer feel they are apart of the action. And it's even more so, that these types of movies will be seen by people who read similar kinds of comics (They know it, too). This is how they work to get that person's money, by bringing them into a world of "awesomeness/ action".
Look into the role of the average man within our society today. Before, men and women hunted. Men needed values like courage to survive daily. However, we live in a more cushioned society. Food is everywhere and so is sex, and secretly (although thankful) we are bored. So we look for action packed films, t.v. shows, and video games to replace the past, because we would never want to go back.
Also, look into the idealistic factor of what we watch as children and what is widely popular. When I was a kid, all the boys played Dragon Ball Z in elementary school. In high school, all they talked about were super hero movies. These feel an idealistic need we have as well.
I remember some women going to see these kinds of films to impress men because men often complain when women want to see romantic comedies. However, I have seen women enjoy these films because they too feel empowered by the action just like men do. This plays into the social gender roles women and men have in societies. There are women with the need to be fulfilled in the same sense of men, for reasons of equality, so they follow the normal standards of men in today's society. They don't want to be subjected to the secondary role or held back as a "woman". Not that all women who enjoy these kinds of films are trying to prove a point of some kind apart from liking the movie
These movies are made on a male standard, so they are considered "cool" to see for the various reasons.