Hollywood has an idea shortage.
True, but there is another point you might want to consider: media fragmentation.
It used to be that there were only three TV networks, and most people could only see a movie by going to the theatre (which didn't have 12 different screens in those days either). For music, there were a limited number of radio stations.
Now, there are many different cable channels, plus YouTube, Netflix, Hulu, Spotify, Rhapsody, and DVD rentals or purchases. For consumers this is great, because you can watch what you like, when you like it.
But Hollywood is unhappy because it's much harder now to build a new franchise. As a result, Hollywood is recycling old franchises, even if the end product has very little to do with the original.
For a bonus, many people who have purchasing power now have fond memories of things they watched as kids.
Thus, you have crazy stuff like the Battleship movie; I'm pretty sure they literally started with the brand name, and ginned up a movie project to put on it. I submit to you that Battleship isn't an example of scraping the barrel for ideas, but rather an example of jump-starting the marketing for a movie by building off a well-known pre-existing brand. It's gotta be the same thing with Tetris: we have this brand, how can we leverage it to sell movies?
Many of the reboots and sequels have little to do with the original source material; and I think in many cases Hollywood just took some script and said "we can shoehorn this into a pre-existing franchise" and did it.
Also, in my opinion the reason Guardians of the Galaxy was so successful was that it was made with love, and well-made at that; the third-tier Marvel characters are so obscure that they didn't really bring much to the marketing. I, for one, saw it because the previews made it look fun and because I read some really favorable reviews.