Marvel Studios knows what they're doing. When they started with Iron Man, they knew they were taking a risk but they had faith in the franchise. They also had faith in a plan that would create an ever expanding universe. A universe that saw Steve Rogers become Captain America in Captain America: The First Avenger. That film was more of a war period piece, taking place during World War 2. As we all know, Rogers would be kept on ice, and finally found and awoken in present day New York. He'd join up with the Avengers with the help of S.H.I.E.L.D., who he would learn to not trust. Which brings us to Winter Soldier.