I feel like people want to be surprised when they get out of the movies. They want something thrown at them they didn't expect. They want stuff that reminds them of the feelings that you get when you're watching art house movies but with the fun of like a big summer movie. That's the goal, I guess.
Most theater methodology is predicated on the idea of repeated actions. That's what you work toward. Having the actor repeat the same moment eight times a week. In a film, it's getting that one moment right.