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movies - as art - serve and emotional need.
people's emotional needs change from moment to moment, day to day.
speaking only for myself, i can say that i went to see pirates for the same reason your co-workers did:
i knew it probably wouldn't be good, but i wanted to indulge in the american summer movie experience and everything that comes with it (the going out, the hanging at the mall before and afterwards, the people watching, etc) at most, i hoped the movie would have some decent set pieces that might be memorable.
i thought the same thing with spiderman and ocean's 13.
to varying degrees, they all met my criteria, and of them all, only SPIDERMAN seemed like a complete waste (because the movie was so bad to me)
on the flip, sometimes i feel my brain turning to oatmeal and i want it stimulated, so i'll rent irreversible by noe or go see syriana or something like that. and to varying degrees, those movies do what they are supposed to do for me, too.
i will say this, though: at least hollywood blockbusters seek to give the audience what they want. noe and the other 'arty' films i watch - even when they are good - easily annoy me by becoming self indulgent, pretentious excercises that i have to WORK to enjoy.
most who already WORK FOR A LIVING don't wanna WORK in a dark ass movie theater. they wanna laugh, or get excited, or get scared, but overall be ENTERTAINED.
that's why more people will fuck with a bad bruckheimer movie over a dope soberbergh (unless there are big stars in it, like o13)
people wanna be entertained.
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