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Shareby Roger Ebert
The Daily Beast (15 May 2011)
“This summer, Hollywood is betting on a record 27 sequels. But as Roger Ebert argues in this week’s Newsweek, all this franchise madness might forever change what you see in theaters…. No movie executive has ever been fired for greenlighting a sequel. Once a brand has been established in the marketplace, it makes sound business sense to repeat the formula. When Procter & Gamble discovered that Ivory soap would float, do you think they came out two years later with a soap named Buoyant?”
