Ritzer called this the McDonaldization of society. He goes on to argue that this kind of social organisation is irrationally rational.
Yes, and this has happened before. Art that is not genuine will not be supported.
As it goes for superhero movies, they are efficient and predictable through serial spin-offs, sequels, prequels and reboots. They are calculable because they become brands, as mentioned. Studios don't want to take a chance on something new, when they can just take a story, already written and already popular, and churn out a film that's already recognized.
Until somebody takes a chance on the next Easy Rider.
Consequently, it's the death of creativity. Trying something new, stretching boundaries, pushing the envelope are irrational but they are the quintessential characteristics of the artistic, the aesthetic, and the human experience. Economic rationalism is the death of not only film but all kinds of artistic endeavours. We are left with a meme economy that endlessly reproduces the same images, de-contextualizing and dehumanizing everything.
People need novelty, and art sneaks in...
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