value
"What If..." by Marvel and How it relates to Value
A lot being addressed here. but i'd like to reply to one point.

I think here you're talking about 
economic
 
value
 

And in that case i think economic value pertains to how much time/energy someone is willing to sacrifice for something.

In the case of 
Avatar
 many people were willing to sacrifice X amount of time/energy. I remember watching that film for like 9 bucks at the theaters as a high schooler. so i was willing to sacrifice a few minutes of my dad's energy (labor) and then a few hours of my time (watching it and driving to the theater).
Abraham Kim