Thanks to the explosion of media, everything has become about now and to hell with posterity. Movies are a brand, a product that can be grabbed off the shelf by people in a hurry. Brand recognition is important in an overcrowded marketplace and if the portions emphasize quantity over quality, itll tide audiences over until the next instalment. This doesnt make for films that are good or even memorable, but as long as they can be identified by their titles and summed up in less than 140 words, who cares? Hollywood is selling a product, and the product it sells just happens to be movies. 2015 was a great year for instantly disposable films in fact, it might even have surpassed 2014, a year that included The Amazing Spider Man 2, 300: Rise Of An Empire and Transformers: Age Of Extinction. They werent good enough to be memorable or bad enough to be a guilty pleasure, they just killed time on a wet afternoon. Hollywood has become a restaurant chain, a purveyor of a tasty product that offers no real nourishment but appeals to kids (of all ages) all the same. That product was never meant to last, but its so addictive that audiences keep coming back for more.