With different studios (that aren't Marvel) owning the cinematic rights to different Marvel properties, it's going to be nearly impossible to see some Marvel characters in other Marvel movies.

For instance, Spider-Man won't be showing up in The Incredible Hulk, despite the wishes of those involved.

From MTV Movies Blog...

"The University at the end [where Banner meets with Samuel Sterns] is Columbia University. Columbia University in the Marvel world, especially in the 'Spider Man' world, is Empire State University," the director explained. "I wanted some kind of shot where you're like, 'Oh my god. Is that Peter Parker?' That would have been fun!"

Unfortunately for Leterrier, crossovers begin and end with the properties Marvel has total control of - no matter how hard you ask. And "Spider-Man" all its many names, places, and stories therein, belong to Sony. But while he quickly realized that he wouldn't be able to get Tobey Maguire (no matter how much he wanted to), Leterrier thought a compromise could be reached. No dice, he sighed.

"I just wanted to call it Empire University - to treat it like a coherent world," he recalled. "And Sony, who has the rights to Spidey, didn't want us to do that. It was a small thing but something we couldn't do."

So, Sony is not down with promoting their product in another product, free of charge. Why not sign an agreement that says that Edward Norton must briefly appear in the next Spider-Man film? That way Sony could then promote the fact that their Spider-Man franchise is going to have a cool "Hulk" cameo and everybody's happy?
Unless Marvel Studios buys back the rights to the properties they've sold, a lot of cool potential crossovers simply won't ever happen.

That's a shame.

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