Marketing.
A good lot of money now is in marketing and distribution when it comes to movies because the industry isn't dealing within the USA, anymore. When a movie opens, it's gotta open loads more places across the seas and that means more money to try and sell the thing for "foreigners''. In order for a big movie to make a return, I think the rule of thumb is that it's gotta make it's budget and a half to cover the marketing costs.
That's why franchise stuff is so hot right, now. I mean, magma hot. Everyone wants to get in on the action with a notable and iconic character that everyone knows, that way, you don't have to go out and try to sell a movie as hard; people already know of the character by name, alone. This accounts for all the reboots/remakes/revitalizations in Hollywood, right now. Remakes have always been a staple in the industry but it's explosive now because it's an easier sell.
For smaller movies around this time and fall, word of mouth from critics and audiences are what sells it, and if you can get Academy recognition for it; then that's how your money. Take a look at American Sniper, right now. Making bank at the cinemas right now because it's got good word of mouth, audience/critic alike, and now Oscar support, giving more incentive for people to see it. This all started back in November when it was screened for critics, too; time enough for the hype to build up.
Not being in the 'biz', myself, this is only observation and conjecture from a serious film-fan. If I would add any suggestion to try and curb this problem with movies, it'd be this: make good films and take your movies to the internet. It's still in the early stages but streaming and online distribution, I think, is the way of the future and the key major player to getting films back to on track. If there were refined system of getting good movies online and seen by a great many people, and lauded critically across the board (and it were consistent) to the point where people started to decrease visits to the cinema, I think that'd get the big wigs to look at the system and think to remodel their system. Nothing gets peoples' attention more than when you start messing with their money.
Circling back, that's what it's all about: money. If the potential in making money in the thing isn't seen, it ain't happening. Until people start getting sick of these big, dumb, franchise, special-effects flicks, I don't think the system's gonna get shaken up so much to the point they need restructuring. At least, not for a good, long time. Everybody is gonna see the next Iron Man movie despite its previous movies. Spider-man is still gonna be seen despite its revamps. People are still gonna go to cons to see the next big thing, and Disney is still gonna work its mules to the bone until people get fed up with what they have to shuck out.
I know it's a long way off for many but, as for me, I'm quite burned out of these things myself.