I'm kind of on the mindset that people will support the industry with their own money by the choices they make. Movies are notoriously subjectively rated and that's why we see a lot of bad films in the market.
That being said, sometimes its fine just to watch a crappy movie for the heck of it. I was talking about this with my friends the other day. "Happy Gilmore," even with its flaws, was genuinely funny in some aspects. I asked my friends if they had seen the movie "Punch Drunk Love" and they looked at me with confused looks. Sandler can act seriously, but the simple fact of the matter is that audiences are programmed to like something else and even if he does his absolute best, all the effort will fall on deaf ears and blind eyes simply because people are ingrained with the idea that Sandler is perfect in his own comedies.
This is attributable to just about every actor and movie in the business. Some people (myself included) go out of their way to find better movies to watch. I've personally been burned far too many times to not research a movie for 5 seconds before losing 10$ on it. I want to know beforehand whether or not the movies I watch are worth a damn.
Most movie companies are banking on the fact that most people don't give a crap and will shell out the money for anything they put out. Well, I think they're actually starting to realize that that's not working anymore. People have $3000 HD TVs nowadays. Why would I put down 10$ for a movie when I can get it a few months down the line from a Redbox for a dollar? Or just stream it from Netflix?
The movie industry, in my opinion, is going to keep doing what it's been doing until it stops working. The same goes for car companies, video game companies, computer companies, etc. You can choose to educate yourself on the object of interest or you can buy into the hype and attractive press. I choose not to.
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