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The 3 "Lord of the Rings" movies, though I think the first was the biggest as an "event", come to mind as "event" movies. I just remember at work there were guys in the mid to late 40s saying, "I loved those books in college and I can't wait for the movie!"
The problem the past few years is that, in general, the movies have sucked, or don't have a broad appeal (Sin City & the Kill Bill movies were good, but not the most accessible) . Yes, "Star Wars" has B-Movie material and dialogue, but every character in there is memorable - C3PO, R2D2, Han Solo, Chewie, Obi-Wan, and one of the all time great movie villains in Darth Vader.
The movies of summer 2005 were "Kingdom of Heaven" which was okay... but, with so many memorable real-life characters in the Crusades, why make a movie about a fictional person & use the real characters as bit players? "Revenge of the Sith" - not a bad movie with some great action sequences, but lacked the sheer number of memorable characters of the original movie, and Hayden Christensen just didn't do it for me. Still not quite up to "event" level. "War of the Worlds" was re-done for what, the 99th time? Kind of hard to get excited by that.
And, to be honest, I don't really see many movie advertisements on TV these days. Kind of hard to get worked up about a movie if you don't know about it - I didn't even know there was a "V for Vendetta" movie coming until until a week or so before it opened - and that was because I saw a post on DU about it.
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