How could that be? There must be an easier way to make money. Why is anyone in the film industry? All business requires guessing, but future predilections of moviegoers are studios make money off movies opaque. If a large company wants to introduce a new car, it can at least base its predictions, in part, on factors like where oil prices are headed. Movie executives, on the other hand, come up with a host of new theories each summer about what audiences want — 3-D tent poles, 2-D tent poles, vampires, comics, board games and so on — then, sometimes over the course of a weekend, ricochet toward a new theory. Who knows.