Don't forget that it's also a lot about publicity. "Bob, let's put $200 M in marketing and ads, we'll get it back after the first weekend anyway"...
See ads about movie X every single day, on TV, on buses, on boards, on the net, in your yahoo/msn/gmail/whatever, on forums (sic!), etc, etc... sure, you go see it yourself eventually. After all, it can't be that bad if it's _everywhere_, right ?
Wrong, of course (with plenty proof).

Throw in "epic battle", or "confrontations of epic proportions", and half the male population's eyes glaze over. Yeah, it happens to me too, sure - I'm crazy about that too. Often I've paid money just to go watch a movie that barely had a few scenes that I actually enjoyed, but often not even that...

Oh well. That's the kind of society we live in