How could Hollywood continuously put out movies that are so removed from the reality of romance? Because they work — that is they make money. Even if a movie is a box-office flop, it finds profit in foreign distribution, DVD sales, and cable reruns. There doesn't need to be innovation because it's not broken from a fiscal perspective, and Sam Wasson doesn't even think female executives can save the genre.
“Even the studios that are run by women aren’t run by women. They’re run by corporations, which are run by franchises," said Wasson. "Unfortunately for us, Jennifer Aniston is a franchise. So is Katherine Heigl and Gerard Whatever-His-Name-Is, and even when their movies bomb, their franchise potential isn’t compromised."