Popcorn!
If The Big Picture has a flaw, it is that Epstein does not explore the question of why one era produced better movies than the other. Part of the answer revolves around the popcorn economy that Epstein details so authoritatively. Once the studios divested themselves of their theaters, theater-owners needed a way to make their businesses solvent, and concessions were the solution. Today popcorn sales keep movie theaters afloat. Adolescents are the primary popcorn consumers and the group most likely to see a film in its first week of release. These two facts create pressure for teen-friendly films with intentionally short shelf-lives. A recipe for junk.
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