The movie industry is certainly on a roll right now. The other day, I wrote how movie studio execs just realized that yestermillennium-style movie stars are not worth millions anymore, as they don’t attract the “what’s next?”-generation to theaters.

And now, they’ve finally adopted an Expectations society take on movie awards as well. This year’s installment of the yestermillennium show the Oscars is just over, and received lower ratings and worse reviews than ever. Now eyes are turned to the South by Southwest (SXSW) film festival set for next week: A festival that awards the most appreciated part of any movie in our age of trailerism and golden expectations - the first two minutes.

The first two minutes’ opening credits is the part that tends to be the most attended to, enchanted, when the movie is still in its nextopian phase and expectations just, build, build, build. Who cares about the rest of the movie? Judging by the response to this year’s Oscars, no one.