People are pulled in so many directions. We're all trying to find enough time in the day to get our music fix, food fix, movie fix, and there's only so much time in the day or week to do that. . . . The trick is to make your entertainment option the most desirable.
Trying to take lessons from this summer is going to be like trying to capture lightning in a bottle, ... because it's all changing all the time. By next summer, who knows where audience habits and tastes will be?
Lucas is in a unique position himself to create these rules and enforce them. He paid for the entire film himself, and he and Fox are just trying to maintain absolute control over the film.