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Studios have become risk-averse. In the 1990s, a studio might greenlight an original rom-com or drama easily. Today, rising marketing costs (often $100M+ for a blockbuster) mean studios almost exclusively greenlight known quantities: sequels, prequels, reboots, and adaptations. This has led to "Franchise Fatigue" among audiences, causing recent superhero films to underperform, signaling a potential pivot back to original concepts (like Everything Everywhere All At Once ).

(Source: Netflix Engagement Report)