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I'm not sure I follow. What's "the message"? Could you provide some specific examples?

I believe they are referring to what The Critical Drinker (a youtuber that does movie and TV shows critics) calls "The Message". He explains it here: https://youtu.be/F2ngB-zjVmM?feature=shared&t=105 (starting at 1:45, he defines it for 1 minute and 20 seconds)

Rather than it being about "the message" it seems to me more that big blockbusters are being funded/produced by people who have learned marketing better than film production. They're consistently rewarded for their marketing efforts and don't want to rock the profit boat by changing the formula.

There is definitely an argument to be made about the lack of script writing quality in the last few years.

I used to go to the cinema almost weekly, but since a few years ago it doesn't seem worth it: The stories being told are shiny but flat.

Now I just watch the "good ol' movies" at home...

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