I think that there is a certain...I guess you'd call it a skill...to make something that lots of people want to see. I work in the music biz...and people often crap on Nickelback for writing basically the same song over and over...but the fact is that they like money, so they follow a formula to write a hit song. Major labels know that if you put certain things in place, more people will enjoy it, even though they enjoyed similar things hundreds of times already. I guess movies can be the same way. There are formulas...but you can still screw it up. When you get the formula right (like Avengers), people respond...when you do it wrong (R.I.P.D.) people generally don't.
However...all that said...MOST of the very best movies that I see are straight to DVD releases. If I used the box office to decide what to watch in the past few years, I'd have never seen Upstream Color, Sound of My Voice, Another Earth, Stoker, Antiviral, Compliance, The Place Beyond the Pines, Detention and many others that I enjoyed far more than most of the crap I wasted my money on in theaters.