“Why go to the movie theater at all, audiences have asked over the past few years, when movie tickets, snacks, and a babysitter can easily cost a hundred bucks and there is so much good TV to watch and so many apps on their tablets to interact with? Moviegoing is no longer a habit the way it used to be, particularly for people ages eighteen through forty-nine. They saw two fewer films per year on average in 2016 than they did in 2012. When they do go to the cinema, modern consumers increasingly prefer to know what they’re in for, which means a brand-name franchise. Even big-budget, star-driven action movies with stellar reviews, like Tom Cruise’s excellent Edge of Tomorrow, have struggled. And in the same year, Star Wars: The Force Awakens destroyed box-office records by essentially re-creating a movie from forty years ago.”