Tony Stark became a bit more like Robert Downey Jr. and Thor got a haircut before Chris Hemsworth did.
For example, running a storyline when The Lizard returns right when the character is the main villain in Amazing Spider-Man.
Doctor Strange and Black Panther got major pushes before their movies hit theaters, and Marvel will typically capitalize on the movies with certain storylines.
Marvel will also straight up redo characters to match the movies.