This is mostly what we tend to think, but even if it sounds strange, consumption is not always driven by the people, the companies force the people to consume and population adopts it. It happened with several cases for example in food industry. The current producers, the people who have the money, investors, don’t give a single f of what cinema represents. And also lobbism . The history behind it, the powerful values of it, how strong it communicates culture… and all the brilliant stories that came from it.