Like Back to the Future, E.T., Ghostbusters, Big and Crocodile Dundee? Even Die Hard and Who Framed Roger Rabbit felt reasonably fresh since the books they were based on were not that well-known.
Now every blockbuster is based on a brand and they're all fairly identikit. Only Guardians of the Galaxy arguably transcended the Marvel formula, and we all know how Disney treated the guy who made those films (perhaps he was just a bit too unique and original for the MCU's by-the-book in-house style). Much better to simply remake Thor, Captain America and Iron Man, but just change the identities of the leads. That's what 'originality' now amounts to in Hollywood.
How can you argue that Captain Marvel, or any of the Marvel films, aren't original blockbusters? It's a new story, not a reboot or a remake, and it's not even based on any one specific book/comic. I don't think the Captain Marvel comic is even close to a well-known entity to the public at large. Even to me, someone who read comics as a kid, and still reads a handful here and there, she's a character I barely know anything about. I'd say she's as commonly known as were the Guardians of the Galaxy when their film came out.
In fact, nearly all the MCU heroes were more-or-less C-Listers at best, about whom the general public knew next to nothing when their films came out. It's perhaps the most remarkable aspect of the entire MCU phenomenon that virtual unknowns like Thor, Iron Man, Captain America, Hawkeye, and so forth have become household names on a global scale. Go back to 2006 and ask the average person who Iron Man is, and you'd have received a blank stare 9 out of 10 times.
Does it really, though? There may be some inside jokes or occasional references that go over the head of a viewer who hasn't seen some of the other films, but one of the great things about the MCU films is that any one of them can be watched without any previous knowledge of the other films, and thoroughly enjoyed as a standalone film. That isn't the case for the episodic franchises, Harry Potter for example, where you need to watch them all, and in order, to know what's going on.
Case in point, the person with whom I saw Infinity War had never seen any of the previous Marvel films, but had no trouble understanding not only the story, but the gravity of the story, and left the film feeling she'd seen a complete movie without any gaps or "why did that happen?" moments.
I was never a comic book fan, but most guys my age were. I've seen all the main Marvel comic book covers long ago, so they are someone familiar. Maybe that's not so for people born around 1990.
It's a lot easier to watch trailers and read reviews in the last 10 years. Better than watching whatever your friends and family do.