In reply to The Lemming:
Creativity in Hollywood has long been dead, what's keeping it alive (thriving, even) as a business however is the general publics liking for sequels, reimagined and rehashes from cash-cows of old. People don't like having to think too hard, give them something they know and comforts. If it looks like it's failing then make it bigger (IMAX) or chuck an old technology at it (3D, VR etc) to freshen it up. Rinse and repeat.