"In 2011, the seven top films were all sequels, including Fast 5 and the final Harry Potter installment. Last year, the eight biggest opening weekends were all sequels, including Furious 7 and the latest Star Wars installment. [..] The [..] “Sequel [..] has been a deliberate Hollywood strategy to control the risk inherent in making an expensive product for tens of millions of people whom studios don’t know and will never meet. [..] In the first half of the twentieth century, going to the movies was like going to church: Americans did it almost every week. Today, buying a movie ticket is more like going to the doctor—something many Americans never do and most Americans do only four or five times a year for routine cultural check-ups. [..] In this environment, where Americans buy only four movie tickets a year, it’s more expensive to create an audience for a film. In 1980, Hollywood spent less than 20 cents on advertising for every $1 it earned at the box office. Now it spends 60 cents to get that buck. In a market where it costs $60 million just to earn $100 million, movie makers are spending an enormous amount of money on fewer blockbusters and advertising [..] At the same time that movies’ domestic audience flatlined, its worldwide audience bloomed. In the last five years, the Eastern Asian and Latin American markets have grown by $6 billion, while the U.S. and Canadian markets have grown by less than $1 billion. The necessity to create a single product for a global crowd encourages studios to produce the artistic equivalent of Rosetta Stones, interpretable for many tongues. There is no language in the world more universal than heroes destroying bad guys with explosions. [..] Twenty years ago, in 1996, none of the 10 biggest films were sequels or superhero movies. Films based on comics accounted for just 0.69 percent of the box office. [..] This year, out of the 371 movies released, 4 superhero films—Captain America: Civil War, Deadpool, Batman vs. Superman, and X-Men: Apocalypse—accounted for 29 percent of the total box office. [..] In 2015, six of the top 10 (and 11 of the top 20) films were sequels. In 2016 so far, it’s the exact same story: Six of the top 10 (and 11 of the top 20) films are sequels. [..] The problem for Hollywood isn’t that audiences are ignoring sequels. The problem for Hollywood is that audiences are ignoring everything that isn’t a sequel, adaptation, or reboot. The market for films based on stories that aren’t already famous is threadbare. [..] Ten percent of monthly filmgoers half of all movie tickets. [..] In the last five years, as young people have trickled away from movies, mobile has taken attention share from every other major category. [..] Everything in the attention economy is connected: The rise of mobile and the fragmentation of young audiences will continue to drive a blockbuster strategy in Hollywood where the movies get bigger and the franchises get longer. The more young people’s attention is fragmented, the more expensive it is to create an audience for each film, the more desperate studios are to find franchises that birth many fruitful sequels, the more it makes sense to create fewer films and conserve production and advertising budgets for a handful of them. [..] Americans and Canadians buy 1.3 billion tickets to the movies each year. That is ten times more than the number of tickets purchased to attend sports games to all four of the major sports—MLB (74 million), NBA (22 million), NHL, (22 million), and NFL (17 million)—combined. And that’s the stagnant domestic market. Movies are not dead in any meaningful sense of the word, particularly now that they can be richly monetized through television deals, theme parks, and merchandise. But they are caught in an increasingly expensive arms race to mint new franchises for a domestic audience that is seeking out original stuff beyond the cineplex."