The studios made a very obvious push to combat the power of movie stars by investing heavily into IP. Why pay Tom Hanks a crazy amount of money and market him as the attraction when the IP itself can be the marketer and who gives a shit if Spiderman is played by Toby, Tom, or Andrew if people will go and see it regardless? It's less risky business wise to go with known IP then to attract people to new IP where you need to build an audience from scratch. As a result we lost all new creative motivational because the big studios only want to invest in known IP with replaceable actors, leading only to iterative story telling instead of new innovative ideas. Sad.