Again, I know why Hollywood holds onto their moneymaking franchises for dear life, but there's no denying that it affects the quality of movies that come out. Franchise after franchise refuses to die out as Harry Potter, Twilight and the Hobbit have split their finales into two parts to maximize profits at the likely expense of quality. Pirates of the Caribbean will continue until Johnny Depp gets tired of it, the Ice Age series (which I really like) will keep making progressively more entries due to its popularity overseas, and the Die Hard series is far removed from what made it special to begin with but shows few signs of stopping. The list of franchises that refuse to die is near endless, but almost as distracting is that a lot of movies are starting to spend almost as much time advertising for future sequels as they do furthering their own plot. T he Marvel universe is particularly bad about this as Iron Man 2, Captain America and Thor often felt more like commercials for the Avengers than anything else (the after credit scenes are fine but the constant references to other events happening in other movies was distracting). Simply ending film franchises that have run their course and starting newer, more original ones would likely have a major increase on the quality of the summer movie season.