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The new star wars trilogy is an Ur example of how focusing on marketability kills a story.
It's about "oh what didn't the audiences like about the first one, let's change it". And keep changing it w/each new release.
Also the need to control every aspect of a film's publicity before release the whole "no spoilers" to the point of refusing to give the actors the actual shooting script.
Anyways, Disney and it's properties are owned by control freaks who hate the idea that they don't get to dictate every aspect of people's reactions to their media.
I'm not one of those Disney is the Death of Art folks, but yeah, Disney is the Death of Art. At least as far as big cinema releases go.
Something's fucked when one company made 80% of this year's box office revenue.