When you do research and try to figure out why people came to a movie, the main source of information is always television
No one argues the reach broadcast networks and cable television stations possess when it comes to potential moviegoers. It is the single most effective way to quickly market films to the new audiences that the studios need to create. However, economically speaking, knowing the main source/cause of a problem -- audience creation in this case-- says nothing about how it should be fixed or whether you should use your valuable resources to fix it in the first place.
In 2002, heart disease was the leading cause of death in the United States. There were 202 deaths per 100,000 Americans. Cancer, stroke, chronic lower respiratory disease, and general accidents rounded out the top five. So, which one should we devote most of our resources to?