Given its position as the only major blockbuster this summer not based on previously existing characters, it’s fair to say there’s a lot riding on the success of Inception. If it fails, that’s another nail in the coffin of original stories — how much money did inception make in the box office big, and the major studios might be more willing to fish for movie ideas outside their preferred ponds of comic-books, videogames, fantasy literature, TV shows and theme park rides. Since star Leonardo DiCaprio has never opened a movie at that level, it’s reasonable to deduce that the key selling point — «marketable element», in movie-speak — is the director. Both Eclipse and Forever After should continue to benefit from the school holiday, which has just begun, although Shrek now faces direct competition from fellow 3D animation Toy Story 3. As recently as a month ago, ten movies pulled in weekend takings in six figures. And the incentive for the big cinema chains...