One thing that never seems to cross Hollywood's mind is the fact that audiences have a limit. Jumping on any bandwagon might be good for the first copy-cat, but soon the well of interest runs dry. Nevertheless, Tinseltown has been snorting remakes and reboots like cocaine, energized by the idea of recognizable brands and trying to offer up movie experiences that are brand-centric rather than story-centric. Just take a look at this summer's movie schedule, from Iron Man 2 to Shrek Forever After to The A-Team. If it's not a reboot or sequel of a film, it's taking an old television series and trying to make it relevant for this day and age.

Almost none of the recent releases are from original ideas, and as much as some remakes like Clash of the Titans found monetary gain, many more are hurting. Why?

It seems that the audiences are finally catching on!


Vulture
has been talking to agents and managers, who say that studio execs are now putting desperate calls out for fresh material since attendance is down 13.3% from last season, and revenue is down 7.5%. One agent told the site: "We're on a lot of calls with people at the highest level [of production], and they're just nervous. They've been telling us, 'We have our movies for next year, but attendance is down, so, guys, you know what? Get us the original material. We need some original sh*t, because now our bosses are on us."

But the real, honest zinger comes from JC Spink of Benderspink, who rightly notes: "People are feeling marketed to, as opposed to catered to."

Rational thought backs him up on that, but so do the numbers. Vulture references an E-Poll where the green M&M got more love from respondents than Shrek did. Luckily, instead of whipping up a candy movie, Hollywood is noticing that branding isn't the be all and end all of making audiences happy and bringing in the money. If a commercial character is getting more love than your big-screen star, you know something's wrong.

Naturally, this new mindset won't last forever. There's always a bandwagon that will look too sweet and money-making to ignore. But for now, it looks like we might have some new and original cinema to look forward to.