I believe Soundgod is the one that knows all about this topic, so hopefully he’ll respond.
I’m pretty sure that IoA is just going to continue to pay licensing fees for the Marvel Superheroes. With two of their major attractions (Spiderman and Incredible Hulk) being Marvel, I think it is worth it for them to keep Marvel. The Incredible Hulk could be easily rethemed, but Spiderman not so much. And I believe they recently just updated the technology on the Spiderman attraction.
As for what Disney is using Marvel for, I’m not sure. I think mostly movies. Captain America is a Marvel Superhero, and a movie just came out on him.