How Did Popular Movies Become So Unpopular?

On the era of the franchise endgame — or the marketing-curated “serialized storytelling” — every major Hollywood studio chasing the double digits on the billion dollar yearly income is now desperate to create, recreate or linger on to any possibility of spin-offs of their cinematic universes or the nostalgia of previous success with reboots. Somehow paradoxically, their efforts to achieve sustainable profits are beginning to fail. Why did this happen?

Is the sun being set on Hollywood juggernauts?