Plenty of people get to dislike movies if they get too much fanfare (of which Frozen is a good example). I think that's happening to everything Avengers now (just an impression I get). I know I don't let myself get my hopes up too high because that will make it much harder for me to be pleased with it, and I can feel foolishly betrayed, like a promise was broken, if it did not live up to my expectations (that others put me into me), whereas if I just see it as a way to veg out, take a break, and kill some time then I'll be inclined to like it a lot better.
Knowing the comics is a mixed blessing, because being familiar with them gives the story the feeling of more depth and complexity than it actually has, but too much can make it harder to enjoy it because of how much they miss or otherwise make incompatible with the story/characters you have in your head. (And that's not even counting the monstrosities of cynical corporate manipulation that tries to sell something other than what it is, like the movie Jem that was not at all Jem, but they probably felt they could sell more tickets to their McMovie if they slapped the Jem name on it.)
'Course if done well then it might be enjoyable as a retelling. It seems like the Archie series has some serious love/hate among fans because of how extremely they twist the canon, and yet it's so over the top and twisted that it can feel like a twisted parody that's fun BECAUSE it's so wrong. I recall that some Archie comics did a zombie apocalypse caused by Sabrina messing with the Necronomicon, IIRC, and Sabrina was forced to marry Cthulhu over it while the world ended in zombie horror. I'm not making this up, btw. Ah, here's the wiki entry on it:
Afterlife with Archie.
That aside, there are other factors. Some people take brand loyalty very seriously, including on the Marvel vs DC, and they'll automatically love it if it's their brand/tribe, and hate it if the other. This can get really insane, and I even knew tweens who got VICIOUS over Twilight vs. Harry Potter (the only reason I read Twilight is because a 12-year-old wanted me to, with her loaning me her copy.) I've even heard of people, adults included, that can get upset arguing over whether Tangled or Frozen was better. Of course people divide themselves up for a host of many other reasons that have nothing to do with series, and for reasons within the series (like the Bangel vs Spuffy we all know and, er, love here on BB, in which it reaches a point that everything about Angel and Spike are viewed through the Bangel/Spuffy glasses.)
And I do think fan service makes a big difference, and for women as much as men, which Marvel knows and exploits. I'd give examples (and could from Buffy if I wanted), but I'm starting to feel worn out on this topic. The point being if the fan service pleases the audience then that will enhance the rest of the story or character as well, but those who are not particularly impressed by the fan service won't be as inclined to to view the entire movie favorably.
Thought I'd leave this that makes me laugh...I don't mean for the whole thing to be watched, just from where it starts at 1:20 to 2:30 ("Face the horror of Something Original"):
"How can we take a gamble on something without a fan base?"
😀