As I write in the article, Harrison Ford in 2013 noted that “‘I think the success of Comic-Con is based on the partnership between the fans and the service providers, the entities—I won’t necessarily call them filmmakers —that supply the film product that supports their particular interest, whether it’s vampires or science-fiction fantasies of Transformers or whatever is going on . . .’
When Harrison Ford made these comments to Adam Sternbergh, a reporter for The New York Times, no particular controversy ensued. Ford was simply stating a fact: Directors today, most of whom work within rigid genre formats, are indeed little more than ’service providers,’ who create long, loud, open-ended and ultimately unsatisfying “epic” films for an ever more indiscriminate audience.
Yet, it’s really not the fault of the viewers who flock to see the endless interactions of Star Wars, Harry Potter, Star Trek and other franchise films; they simply don’t know any better. There is nothing else on offer at the multiplex, and with everything online — behind a pay wall, usually with a subscription attached —any impulse to be adventurous in one’s viewing habits died long ago. It’s like McDonald’s: It is what it is, nothing more or less, and it’s reliably available, and always the same.
As Derek Thompson wrote in 2014, ‘The reason why Hollywood makes so many boring superhero movies [is because] studios were better at making great movies when they were worse at figuring out what we wanted to see,’ adding that ‘Hollywood has become sensational at predicting what its audiences want to see. And, ironically, for that very reason, it’s become better at making relentlessly average movies …
In 1950, movies were the third-largest retail business in America, after grocery stores and cars …Watching films approached the ubiquity of a bodily function: Every week, 90 million Americans—60 percent of the country—went to the cinema, creating an audience share that’s bigger than today’s Super Bowl.
The six major studios (MGM, Warner Bros., Paramount, Twentieth Century-Fox, and RKO) could basically do whatever they wanted and be sure to make money. Owning their own theater chains (which accounted for half their total revenue), they controlled the means and distribution of a product that was as essential to mid-century life as grilled chicken. Surprise, surprise: Virtually all their films made money.’” Not so today.