Answer:
The negative hero in each story
I never was but am always to be, and everyone looks forward to me
There's one in every deck of cards and in a famous movie
Low on cash? Pick out items from this rack.
If there are three cups of sugar and you take one away, how many do you have?
It can be cracked, It can be made, It can be told, it can be played. What is it?
Easy
Animal
Difficult
Food
Funny
Kids
Logic
What am I?