Marketing has supplanted story as the primary force behind the worthiness of making a film and that's a very sad thing. It's film only as a function of consumerism rather than as an important component of our culture and that's everywhere around the world.
Guys want a 500 horsepower car. I'd rather have one horsepower - in a horse. That's macho. You go to pick up your date and you show up on a horse.