Marvel/ABC didn't do much during the week so why not give Friday a shot? I've always felt like Friday is the best place for genre stuff. Lower the expectations. Not a ton of competition. The shows often do better on DVR delay ratings anyway so why not play to it.

If those two films, with heavy placement in the Marvel Cinematic Universe can't make it, I doubt a film that most non-Marvel fans don't know is a good bet for making noise during the more popular days.