I have to admit I really quite enjoyed Branagh's Thor, but then I read Roger Ebert's remarks and felt not a little ashamed!
On further reflection, it occurs to me that many of his criticisms (the profound silliness of Asgard and its occupants for example) could just as readily be directed at many of Wagner's operas without them immediately shedding their status as serious works of art. Not that that is what we have here, but Branagh's sensibility has a high camp operatic quality to it and I'm sure that is why Marvel picked him for this segment of their catalogue, and not because, as Ebert suggests in his one and a half star review, someone screamed "Get Branagh, he deals with that Shakespeare crap."
And so what if the infrastructure in dire peril here consists of a bunch of New Mexico 7-Elevens? The small town, desert location has genre resonance and the silliness would surely have got out of control if larger populations and more recognisable landmarks had been drawn into this ultimately tongue-in-cheek tale of clashing celestial realms.