For films that are not…franchises or did not quite work the way they were intended to, the summer’s crowded movie schedule has created a cruel, cruel world,” writes N.Y. Times reporter David Halbfinger. “If you come up with a movie that doesn’t hit, the consequences are as dire, if not more dire, than they’ve ever been,” said Adam Fogelson, president of marketing at Universal Pictures, which experienced those dire results with Evan Almighty after succeeding with the modestly budgeted Knocked Up.”