I really feel as if Hasbro could have gone two ways with the franchise. I really like the movie-verse, but I kind of feel like it's a little misused. Internally I worry a little bit about all the marketing towards kids. I mean, lets face it, this movie is not appropriate for kids around 10 years old. It just isn't. Yet it's being market directly at that demographic with promotions like the Burger King kids meal. The movie is PG-13. You won't find a 13 year old kid eating a kids meal (usually). But I digress. My thought is that they should have done the first movie like they did. That's fine. Great. But instead of RotF we should have gotten a 3D animated movie like Bolt or any Pixar film. Then two years later they could have released RotF. Or honestly, they could alternate every other year. Animated movie in 2010, TF3 in 2011. This way they could do a movie that is PG and one that is more adult oriented. I'm sure they would need to worry about franchise burnout, but honestly, they need to ride this gravy train as long as it is being sustained. Maybe they will get to a point where they would need to take a few years off but that could also serve to refresh the brand.