“In 2010, Hollywood was drunk on the success of Avatar and decided 3D tech was the wave of the future. … Large ensemble Garry Marshall rom-coms like Valentine’s Day were still winners, as were Harrison Ford non-franchise thrillers and Nicholas Sparks movies with indistinguishable posters. None of these things are true anymore. Conventional wisdom around movies can turn on a dime, especially in such a volatile, transitional entertainment era. And nothing changes Hollywood’s tune quite like a big fat flop.” – Fast Company