IT was, in every sense of the word, a very timely movie, and an important one at that. Summer 2017 saw the lowest grossing Box Office in over a decade; the last time summer-time movie going was this low was in the 1980's. Many in the industry were left with questions. How can the movie-going season that brought us tent-pole flicks like Wonder Woman, Guardians of the Galaxy Vol. 2, Despicable Me 3, Spider-Man: Homecoming and the surprise hit Baby Driver be such a failure for Hollywood? One idea was that the state of movie-going itself (noisy audience members, dirty theaters, expensive tickets etc.) had began to outweigh the benefits of going to the cinema. Some more hopeful analysts, though, pondered a second curiosity.
