It isn't. It's about convicting generational groups, particularly the younger ones that don't know any better, that they have specific preferences.

why is everything always about gerational preference shifts? I noticed that too, it’s usually pushed to create a herd mentality, then a trend about something, and obviously there’s a direct or indirect outcome, here, it’s movies revenue. So if you are a xyz gen, you will fear to miss out what all of your other peers are doing.

movies have sucked, so no one went to see them?

This is why I haven't gone to see as many in the past few years, for sure

People are tribal, and these days the tribes seem to be generational