Except the Transformers flicks have been awful? Or how about the directors don't need to cater to people who want direct-to-dvd flicks that are 2 straight hours of Monsters fighting, because the vast majority of people don't want that. Godzilla is far from a cameo, he is involved in every part of the movie from 45% onward.
****SPOILER ALERT****
I never said Transformers was a great film. I said that Michael Bay understands what audiences desire. And no matter what equivocation one wishes to propose to argue the semantics of that statement, the fact remains that each and every Transformers movie is a blockbuster smash hit. In fact, I dare say that Transformers has defined the modern cinema blockbuster. Sure you have a human sub plot in each film, but that never detracts from the war between the autobots and decepticons. And since Sam spends the majority of his time in the company of the autobots, it isn't as if the audience misses out on seeing Transformers throughout the film.
Regardless of whether or not one enjoys the scripts or the acting, the general audience is never dissatisfied because the Transformers films give people what they want: the presence of the titular character(s) and plenty of action sequences involving said character(s).
Godzilla is not the type of film in which people go into the theatre thinking, "you know what I want? analytic thought about the arrogance of man, the caveats of technology, the power of nature and broken family relationships." And it would be one thing if the film actually handled those elements well. I'd be more inclined to accept the effort made to produce Godzilla as a disaster movie if I actually felt as though I were watching a disaster movie. Sadly, I didn't.
The disaster element of Godzilla is worse than 2012, but I can enjoy 2012 for being laughably bad because the film never took itself seriously to begin with. In fact, it's hard to call this film a disaster film because no monsters attacked anything until the very very end. Most of the time, the MUTOs were simply walking/flying to their destination in search of nuclear power to feed on. Godzilla was mostly swimming. Most "disaster" moments (save for the Golden Gate Bridge scene) were brief news clips. Most human scenes were arguments about battle tactics, failed phone calls to spouses and puzzled expressions upon the faces of children (lots and lots of shots of children). The movie failed to meet any of its objectives: it fails as a human drama, it fails as a disaster film and it fails as a monster movie.
And no, Godzilla is not involved in "every part of the movie from 45% onward." When Godzilla reaches Hawaii, we see him for maybe a thirty second reveal and the start of a fight that has no follow through because the scene jumps back to Ford's wife at home in San Francisco. When Godzilla reaches San Francisco, we see him walk through the Golden Gate Bridge to escape shell fire from humans. He just ignores them, plows through the bridge, and then the scene switches. Then we see him again for perhaps thirty seconds as he prepares to battle MUTO, which cuts away as Ford's wife runs into the shelter.
When else do we properly experience Godzilla before the final fifteen minutes of the film? We don't. But we do get plenty of birds eye shots of his back while he swims between U.S. naval ships. Godzilla has no real presence until he gets into full combat with the MUTO kaijus. And even then, Godzilla spends half of the fight unconscious or down on the ground getting pummeled.
The most interesting human character, Joe Brody (Bryan Cranston) is killed, unceremoniously, in the first half hour. Dr. Serizawa (Ken Watanabe), a brilliant nod to the original 1954 classic, is wasted in this film. His character was initially very intriguing. He is one of the first scientists to encounter the kaijus before anyone knows exactly what is being dealt with. He works for a shadow corporation whose sole duty is to study these creatures and find a way to kill or contain them. And then, oh yeah, in the original film, he is the person who comes up with the Oxygen Destroyer. Very promising, right? Well too bad this version of Dr. Serizawa ends up becoming a human literary device as he spends the rest of the film spouting philosophy and exposition, completely wasting a character, screen time and the immense talents of Ken Watanabe.
There is no redeeming an entire two hour experience based on thirteen minutes of screen time involving the titular character. Not when the rest of the plot is so awful, full of plot holes and sloppy logic, and absolutely useless characters. And not when the final fight is so anti-climactic and generally pretty weak compared to even old rubber suit toho fights. There is exactly one cool moment in the entire fight, which is Big G firing his atomic breath down mother MUTO's throat. That was unexpected, visceral and satisfying. Too bad the rest of the fight was overly dark and uninteresting.
I'd give this film 0/10 if not for the fact that it at least managed to make Godzilla look like a proper Godzilla, something that can't be said for 1998s similarly woeful effort. With all that said though, this film is doing gangbusters at the box office, so there is a very strong chance for a sequel, and sequels always mean an opportunity to learn from the mistakes of the first outing. So here is to looking forward.