build it and they will come? not even for a loved, established category like a $100,000,000 action movie. think ppl will seek out movie releases? word of mouth? not nearly enough people do that. the movie has to spend millions of dollars on Facebook, Twitter, billboard and TV ads, and more marketing channels, to tell people the movie exists and remind them several times. people like movies but still can't be bothered to seek movies out very reliably. people expect advertisements to bring info to them and they passively wait for those ads instead of finding stuff themselves.