Nordling here.
Without a doubt, the Hulk pretty much owns in THE AVENGERS. As I said in my review, the Angry Green Giant is notoriously difficult to get right, but Joss Whedon and Mark Ruffalo managed to figure out the character enough so that audiences are applauding the "other guy" when he shows up on screen.
HIGHLIGHT FOR SPOILERS:
A minor deviation, and then on to the news: I've read that some people are complaining about how the Hulk changes from a monster to an ally in THE AVENGERS. I think it can be easily explained - or at least, this is my own personal reasoning behind the shift in the character - before Loki unleashes his attack on the Helicarrier, the group was discovering that SHIELD was holding back information from them and between that and Loki's machinations, the team was arguing with themselves, including Bruce Banner.
Right before the attack, the team grew concerned that Bruce was about to Hulk out as he raged against the team. Then, things went nuts, the ceiling collapsed on Banner and Black Widow, and Banner could no longer control the change. So, the first thing Hulk sees? Black Widow. And the Hulk dimly recalls being angry at SHIELD, and the new team, and so he attacks Black Widow. It's the vestiges of Banner's anger that guides Hulk to attack. Later, when he rejoins the group, he is able to focus the Hulk enough that he can fight alongside the others (but still bears a grudge, as Thor can attest).
END SPOILERS
Kevin Feige swore that they wouldn't be returning to Hulk theatrically - talk of a new television series has risen in the past year or so - but audience response and merchandising sales can change anyone's mind. To that end, Paul Gitter, head of merchandising, has indicated that the Hulk may indeed return to the silver screen, talking to Forbes of all places: "His sales are up in a major way. We repositioned him from where he was always misunderstood to now depicting him in a more heroic and aspirational manner." If sales continue to be successful Marvel will "spin him off to a stand-alone program" which could mean that we may see him return to film in 2015.
I understand that this is a marketing and merchandising decision, and not an artistic one, but Marvel has an opportunity for the Hulk to finally have a successful film franchise. If so, I'd love to see Mark Ruffalo continue to play Bruce Banner/the Hulk. He's gotten to the root of the character in a way that we haven't seen in a long time. Get some good writers behind him, and a director that isn't just all about watching big things slam into each other, and there may be room for a truly great Hulk movie. I have no problem in adjusting the character to a more heroic stance if the creative team behind it can figure out how to make it work.
It's even possible that the Hulk should do team-up movies instead of being all on his big green lonesome - that makes sense as well, to have another superhero character to play off of, and not keep the movie completely centered on Banner's emotional issues. But the door isn't completely shut on more Hulk movies, and that makes this fan very happy.
