In most films - especially in regards to the protagonist - really from the get-go they set up some scenario that endears that character to the audience. Or imbues him with some nobility or heroism or something. ↗
A successful villain should have all these things at his or her villainous fingertips, or else give up villainy altogether and try to lead a life of decency, integrity, and kindness, which is much more challenging and noble, if not always quite as exciting. ↗