I think there is a combination of "Let's use FX to make a ok story look great" "Let's try to use bigger and (in their opinion better) FX to out do the competition." "Let's over emphasis the fx so the audience will catch them."  And "We can do special effects so we can do what ever we want in the story and don't have to depend on wires."

Let's face it. Most of these movies would be lousy even without the fx. I really liked Avatar. Not because of the story, which was so amazingly unpredictable i doubt the actors even needed scripts, but because of the fx. but I was watching it because of the cg and having a so-so story helped prevent my from being distracted from seeing all those special fx.

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