It's just resolutely silly to compare Hollywood to Broadway, but in a Hollywood Reporter piece in which he does just that, Gregg Kilday makes a valid point: whereas Broadway producers have banded together for years to promote the very notion of going to see a Broadway show (any Broadway show), "Hollywood spends millions of dollars hawking individual movies, but precious little attention is spent to selling the notion of moviegoing itself." Not only is he right on, but this obviously needs to be taken further. You might pick up the Avenue Q cast album or a Miss Saigon poster, but essentially, going to see a Broadway show is an endgame experience. Meanwhile, more and more, Hollywood films exist as commericals for other products: video games, toy tie ins, DVD - and, ultimately sequels, which advertise a whole new set of ancillaries, and keep the cycle going. So when it might involve the admission that the movie itself is probably not even the ultimate product for sale, promoting the idea of moviegoing ends up being tricky business.