There are two demographics Hollywood lost sight of: families and couples of all ages.

The success of Inside Out 2 is partially down to sequelitis but it’s also because it’s finally a family movie parents can enjoy alongside kids. This doesn’t mean violence, wink-wink humour or tedious slow motion sequences (Say Hi, Dreamworks) but instead a good story and wholesome fun, animated or otherwise.

Couples want a decent date night movie. There is enough drama on TV so this will be avoided at the flicks. People want a good time: charismatic leads, chemistry, some humour and a willingness to blow shit up.

Marvel used to fill this gap but their takeaway from a decade of making billion-dollar obscure comic adaptations palatable for mainstream audiences was to make deep-cuts for nerds. Other studios followed but nobody wants homework with the cinema.