The film industry these days seems to mainly to do with the profit and not the art. Not only do you have the profits of ticket sales but ever since Star Wars it seems every film has tons of merchandise, to succeed the prevailing view today seems to be that every new film has to be a bigger event than the previous one. No longer can a film just be released with a premier and critic screening to garner publicity, now so much money is invested in films that the studios feel they have to be a major cultural event to recoup their expenses, maybe if a little more thought went into a decent story, decent cinematography, and actors who can give a decent performance instead of just looking good while wearing tight/few clothes and a little less reliance on SFX and CGI, then maybe we would get films that are worth watching but don't need to be marketed as though they are the latest must have product to make your life complete. Also stop making films just for people under 30, loose the focus groups, and stop making films for accountants. So much money is spent on nearly every film a studio makes nowadays it seems that every film is now a make or break for the studio, have a flop and a director's career can be over, after all who is going to risk letting someone who killed a studio loose on a film set ever again? The end result is a reluctance to risk something new, instead of new and innovative script ideas we end up with the multi million dollar tried and tested franchises turning out their formulaic products with all the now traditional hype, toys, lunch boxes, MacDonalds Happy Meals etc. etc. Strip a lot of recent films of their SFX and they are barren of ideas, no substance, just bubblegum movies helping to shift the latest toy range. Of course the latest trend now seems to be take a franchise that has run its course, had every drop of possible story, and very possible profit wrung out of it, and whose leading actors have grown to old for the roles and make a new film using new actors in updated clothes using updated props but the old story ideas and call it a reboot. You take the old films fill the cracks and dents with filler, give them a re spray, new tyres, and bingo! You get the original fans watching out of nostalgia and hopefully you grab a new younger audience who weren't either born or old enough to spend money on all the tat released with the franchise's logo sloshed all over it but are now a whole new market to be exploited. Let's face it when you are selling a product that is either a shiny new rehash or a vacuous piece of bubble gum you need as much razzmatazz as you can muster, so now every film is now pushed as a blockbuster, every film is now a must see cultural event, every film will now fill that empty part of your life, that hole in your soul, every film now seems to be the greatest thing every to grace the medium of film, and if you miss it, well how can you chat on social media when everyone else has experienced this life event that you missed....... I'm sorry this has drifted into a bit of a rant, I'll stop now, I'm sure the earlier part made sense before I wandered into Rantville.