Again we see the critical component of a brandscape blockbuster escalating in combination with its commercialism. For films that are clearly designed for profit and synergy, it is worth noting that the corporate strategy for these movies includes seeking out acclaimed comedic writers and directors who can transform a corporate premise into something not just watchable, but profitable and critically acclaimed, even “essential cinema,” in Polan’s words.

Andrew deWaard, Derivative Media, loc. 412