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Why intriguing 'Inception' is the Hollywood exception

'Inception' has pulled in more than $150 million with its unique premise and striking visuals – so why aren't there more films like it? Hollywood is risk-averse.

Leonardo DiCaprio is shown during a scene from "Inception." The film's unorthodox plot and stunning visuals have powered it to more than $150 million at the US box office.

Warner Bros./AP

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Christopher Nolan’s brainteaser film “Inception” has become the bright spot of the summer box office as it passes the $150 million mark this week, alongside word from that a $300 million domestic haul is firmly within reach.

But it stands in stark contrast to the other mainstream warm-weather studio films – a slate laden with remakes, reboots and sequels, from the TV-inspired “A- Team” to “Toy Story 3” and “Iron Man 2.”

The boffo audience response to a nearly 2-1/2 hour film full of creative mumbo jumbo about how dreams work and startling visuals – folding city streets, for instance – raises the question of why there aren’t more original films such as “Inception.”

The simple answer is fear, says critic Dan Hudak, creator of

“An original idea is harder to market, harder to sell in every way, and harder to raise money for," he says. “It’s more challenging in every way than something with some material attached to it,” be it a previous installment of a franchise, a best-selling book or a television show.

Even if a film's budget is modest, say $10 million, with a fan base attached, studios could expect a return of at least that investment. But with the $160 million gamble Warner Bros. took on “Inception” there was no doubt some nail-biting in executive suites, he says.

While money is the palpable response, the larger answer is what both film and psychology experts call a “culture of familiarity,” in which consumers are continually nudged toward the known rather than the unexpected.


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