I find the best villians are ones that you can understand their motivations and enjoy their character, whether you like them or not. Hating a bad guy works because when they are defeated it adds more thrill but having a likeable bad guy is equally as entertaining.
I feel I love Avengers mainly because of Loki being one of the best likeable villians I've seen in a long time. Also I feel the only reason Avatar worked because that commando guy was such a great asshole antagonist, because all the protagonists in that movie sucked ass(other than Sigourney Weaver who is great in everything).
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