WRT marginal quality, I don't think that word of mouth buzz from great quality can be ignored - one of the ways to build a massive (and massively profitable) fr

WRT marginal quality, I don't think that word of mouth buzz from great quality can be ignored - one of the ways to build a massive (and massively profitable) franchise like the Dark Knight/The Matrix/Toy Story is by making a really, really good movie. It's getting a lot harder to "con" people into making a movie a blockbuster via advertising.