You have so much media and so many celebrities, some people will do anything to get attention.

This summer should beat last summer. The lineup is better. Studios are returning to their bread and butter, which are sequels. Last summer there were a lot of remakes that didn't excite audiences.

Just like with any trend, when you get too many players, you start to get some strikeouts.

A one-year gap between films is pushing it as it is. Normally you want two years between sequels. An audience needs a little time to regroup.

All of these deals can be different. There isn't one formula.

Right now studios are just happy to break even at the box office.