For generations, Hollywood operated according to a simple formula: put a movie star's face on a poster and audiences would buy tickets. Names like Clint Eastwood, Julia Roberts, Denzel Washington, Harrison Ford, Arnold Schwarzenegger and Tom Cruise could once function almost like movie franchises themselves. Audiences didn't necessarily need to know much about the film. They went because of who was starring in it. That system is disappearing. Today, audiences increasingly app