I consider myself a fan of both Marvel and DC, I anticipate Suicide Squad movie almost as much as Captain America: Civil War, although I am a bigger fan of Marvel. I like the "Marvel Style" of storytelling in the MCU. Now when it comes to celebrating a franchise's monetary gains, I can't say why any one else does, but this is my reason for it. Yes I don't gain any money that my favorite franchises earn, but I root for them because of how our economy works. In a capitalist society we vote with our dollars. Therefore, if I like Age of Ultron, and the current direction of the MCU, I want that movie to at least make just as much money as the 1st Avengers movie., because if it makes significantly less, it tells the studio that "we don't like this, you need to change it". Just like with Amazing Spiderman 2, if the movie doesn't make the money the studios expect, then there will be a change in the direction of the franchise, there may not be a sequel, and/or they will reboot the franchise (which is what Sony is doing). If you were a fan of the Amazing Spiderman franchise, and you really loved Andrew Garfield's take on Spider-Man, then ASM2 not making the money the studio wants is bad news for you, regardless if you don't make money off that movie. So no, I don't make a dime off those profits, but if I continue to enjoy a franchise as it currently is, then I'm going to want it to make a lot of money.