Just look at all that merchandising and sequel potential!
I have a special relation to the Iron Man comic; it was my first. Due to Uncle Skeeter giving me issue 52 as a Christmas present, I developed a lifelong obsession with the graphic narrative form (i.e., it made me a comics nerd, but never this nerdy). Despite the ablative effects of my high school years, in which I temporarily replaced my adolescent recreational addiction with one of a more illicit kind, I still remember that comic, due to a picture of me clutching it by a Christmas tree. So, I guess it's a combination of nostalgia, the (more often than not) sobriety of adulthood and the promise of no Ben Affleck that keeps me going back to shitty Hollywood adaptations of superhero comics I rarely read these days. Thankfully, Iron Man the movie is pretty good.
Even without narcotics, the Iron Man comic is pretty forgettable. I only remember a few of his villains: The Mandarin, a Fu Manchu ripoff who wore a specially powered ring on each of his fingers; the Unicorn, a technological foe who shot repulsor beams from his forehead; the Viet Cong, dreaded communists who envied his capitalist knowhow and freedom (aka surplus leisure time); and the bottle, which took something like a 120 issues before it became a problem. Mainstream entertainment isn't allowed to mock other nationalities anymore -- at least not explicitly -- so the Mandarin was out as a villain for the movie. However, fearing foreign ideologies is still in fashion. Only problem is that communists make better capitalists than classic liberals do these days, so Red-baiting wouldn't hold much cachet. Ang Lee's The Hulk demonstrated that most people don't go to see superhero films for an analysis of domestic problems, so alcoholism will have to wait for a subplot in the turgid third installment. And a guy who shoots beams from his forehead would probably look pretty stupid on the big screen, giving the screenwriters and production designers migraines trying to come up with some phony explanation for why his head doesn't snap back when he fires.